Company

Capital’s Summertime Ball and Jingle Bell Ball with Barclaycard are two of the UK’s biggest live music events produced by Global. Each year, Summertime Ball fills Wembley Stadium with 80,000 fans, and Jingle Bell Ball takes over The O2 for two nights running. Between them, they attract some of the biggest names in music and generate huge volumes of fan content across social media.

Both events are title sponsored by Barclaycard, with additional brand partners like Disney+ looking for ways to connect with fans beyond traditional logo placements.

Challenge

When 80,000 fans are in a stadium, every pair of eyes spends most of the night looking at one thing: the main stage screens. For sponsors investing in events of this scale, that screen time is some of the most valuable real estate in live entertainment.

But traditionally, what went up on those screens was a pre-planned content loop, put together before the event started. The screens didn’t reflect what was happening in the crowd. Meanwhile, fans were creating thousands of photos, videos and reactions across social media, none of which made it into the live show.

For sponsors like Barclaycard, this meant their presence was limited to logo placements around the venue that fans looked straight past. Despite significant investment, there was no way to put the brand where attention actually was: on the main stage screens, inside the moments fans cared about most.

Global needed a way to bring fan content onto the biggest screens in the venue in real time, and to give sponsors a role inside that experience rather than around it.

Solution

Global has partnered with Amondo across Capital’s Summertime Ball and Jingle Bell Ball every year since 2023, using a different combination of features and activations each time depending on the event, the venue and the sponsor requirements.

Across all of them, the core idea has stayed the same: collect fan content via direct submissions and social, put it on the biggest screens in the venue, and give sponsors a role inside the experience rather than around it.

Fans on the big screen in real time

Fans scan a QR code to submit their photos and videos directly via Amondo’s Submission Forms. Content is moderated and curated in real time, with approved submissions appearing on the main stage screens within minutes. Social posts from Instagram, X and TikTok are also tracked and pulled in alongside direct submissions, so the screens reflect the full energy of the crowd.

Every submission is captured with consent, meaning Global and its sponsors don’t just get content on a screen. They get an opted-in, first-party audience of fans who actively chose to engage, directly attributable to the activation and reachable long after the event ends.

“The Submission Tile had fans seeing themselves on the big screen within minutes, rights-cleared and curated in real time.”

James Agius

Senior Brand Experience Partnerships Delivery Manager at Global

Sponsors where attention already is

Rather than limiting sponsors to logo placements around the venue, Global used Amondo to put brands like Barclays inside the content experience on the main stage screens. Sponsor tiles sit alongside fan content, and all submission forms and screen layouts carry sponsor branding.

This means that when 80,000 fans look up at the big screen and see their content, they also see the sponsor. Not as a banner they scroll past, but as part of the moment they’re actively engaged with. That’s a fundamentally different kind of visibility that builds positive brand recognition.

Display 2.0: the 2026 evolution

In 2026, Capital’s Summertime Ball with Barclaycard became the first partner to run Amondo’s improved Display product. This brought fully configurable in-screen experiences: on-brand backgrounds and animations as well as pinned placements for Barclays and Disney+ that felt genuinely embedded in the show. The result was the most polished and sponsor-integrated activation to date.

“Every year we push what we’re doing with Amondo further. Display 2.0 was a step change. The screens felt like part of the show, not something bolted on, and our sponsors noticed the difference immediately.”

James Agius

Senior Brand Experience Partnerships Delivery Manager at Global

Taking fan content beyond the venue: Jingle Bell Ball 2023

For the Capital’s Jingle Bell Ball with Barclaycard in 2023, Global leveraged Amondo’s partnership with Outernet to extend the activation beyond The O2. Fan content was showcased through an immersive experience at The Now Building in central London, which saw 12.5k footfall, and on Global’s out-of-home network, including digital screens on the TfL estate. This turned a single event into a multi-location content experience, reaching 7.54M outdoor impressions.

Results

The partnership has renewed every year since 2023 across both Summertime Ball and Jingle Bell Ball, expanding in scope and capability each time. That renewal tells the story on its own: it works, and it keeps getting better.

Across the partnership:

• On average, 300+ pieces of fan content are shown on the main stage screens

• 230+ direct fan submissions are collected per event, each one an opted-in, first-party engagement

• 4x sponsor tile placements embedded in the fan experience and seen by 80,000 attendees

What started as a way to put fan content on screens has become a core part of how Global delivers sponsor value at its biggest events. Sponsors aren’t just visible; they’re embedded in the moments fans are creating and engaging with. Meanwhile, fans aren’t just watching; they’re part of the show.

“Working with the Amondo team for Capital’s Summertime and Jingle Bell Ball with Barclaycard is a fantastic experience. The process of setting up the Display activation is always clear, smooth and well-supported. The team guides us every step of the way, remaining flexible and collaborative, making real-time adjustments on-site and working closely with our headline sponsor, Barclaycard, to make sure the in-screen content looks just right. We have full trust in Amondo to deliver on event day, and they always do. A truly reliable, creative and collaborative partner.”

James Agius

Senior Brand Experience Partnerships Delivery Manager at Global