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It has been argued that ritual has been sacrificed to give way to modern event management techniques that prioritise economic viability and stakeholder satisfaction over the ritual purpose of the event (Brown and James, 2004). In this chapter, the authors reject this argument, and instead propose that ritual is undergoing a new resurgence in terms of its impact on event design for sport events. The work contributes to existing research on the symbolic relationship between ritual and liminality in such liminoid happenings as sport events. The authors interpret the relationship between liminality and related terms associated with rituals: celebration, communitas, anti-structure and symbols. These are further discussed in view of design strategies that promote drama (i.e. dramaturgy), arousal of senses (i.e. atmospherics) and interactivity (i.e. servicescapes). It is asserted that, while ritual and liminality is far from extinct, there is an increasing importance for professional (sport) event organisers to show a greater understanding of how it should inform their creative process. This would enable them to execute high quality events that provide memorable experiences. The chapter demonstrates that liminality can inform event design and is a fundamental concept that must be considered for an event to be successful.