Rugby, football and volleyball are just some of the sports that will be played on a real sandy beach at this year’s LIW thanks to a new partnership with the Urban Beach Tour.
Part of Urban Event Management, The Urban Beach Tour has been running for three years transforming city spaces across the country into sports beaches.
Trafalgar Square was just one of the sites to undergo such a makeover last year when it hosted the O2 Scrum on the Beach (pictured), which was attended by the England rugby squad and attracted thousands of visitors.
The company has been popular with brands such as Speedo, Dodge and Phones4U as well as local authorities who are said to have found the concept a fun and interesting way to profile their cities.
“The Urban Beach is an inspired concept that works well with many of the products that will be profiling at LIW 2009” says Jonny Sullens, Portfolio Director at UBM Live.
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