At a crowded medical conference, the right sponsorship activation has to earn attention fast. It needs to feel relevant, easy to join, and polished enough for the audience in the room. With baseball season in full swing, GEMTESA had a natural way to bring movement, energy, and a little competitive pull to the show floor.
Swinging Into the Show Floor
For Access TCA, that moment came to life at AUA2026 in Washington, DC. In support of Sumitomo Pharma, our team brought in the Real Baseball Arena for GEMTESA, giving attendees the chance to step up to bat inside a virtual stadium.
Guests took their swings, watched the action play out on screen, and moved through an activation that was quick to understand from the aisle. It had the right balance for a conference setting: active enough to draw attention, simple enough to keep traffic moving, and polished enough to feel aligned with the brand.
Why It Made Sense
AUA2026 brought together urology professionals, healthcare leaders, and industry brands, making it a focused environment for GEMTESA. The activation needed to stand out without feeling out of place, and baseball did exactly that. It was timely, familiar, and easy to join, giving attendees a clear reason to stop without needing a long explanation or niche skill set.
The Real Baseball Arena added movement, visibility, and a watchable moment from the aisle. Attendees could step in, swing, and immediately understand the experience, while nearby guests had a reason to look over, linger, and join in. Once people were engaged, the booth team had a more natural path to connect, educate, and keep GEMTESA top of mind.
The Takeaway
Access TCA gave GEMTESA more than a branded presence at AUA2026. They created a sponsorship moment attendees could step into.
With the Real Baseball Arena, the booth became active, memorable, and built for the pace of the show floor.
Access TCA is an experience marketing agency that helps brands create strategic, high-impact environments for trade shows, conferences, and live events. With a focus on thoughtful design, audience engagement, and seamless execution, Access TCA builds spaces that help brands show up with purpose and connect with the people who matter most.
GEMTESA is a prescription medicine used to treat adults with overactive bladder symptoms, including urgency, frequency, and leakage. At AUA2026, GEMTESA’s sponsorship presence gave attendees a branded touchpoint designed to support education, awareness, and meaningful engagement in a focused healthcare setting.
AUA2026, the American Urological Association’s annual meeting, brought urology professionals, healthcare leaders, researchers, and industry brands together in Washington, DC. The conference created a highly relevant setting for brands in the urology space to connect with attendees through education, innovation, and purposeful sponsorship experiences.
