Profile:
A four-team, FIFA-sanctioned tournament during the 2022 World Cup break, bringing Liverpool, Arsenal, AC Milan, and Lyon to Al Maktoum Stadium under the patronage of HH Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum.
Preview:
Four of Europe’s biggest clubs. Eight days. One champion. We turned the World Cup break into a moment for Dubai.
What we did:
We developed, styled, and executed the tournament end-to-end, covering the fan experience, marketing, and a mascot program that put children pitch-side with some of football’s biggest names.
Our Role:
Tournament development and execution, marketing, community outreach, and mascot coordination. We partnered with the Rashid Center for People of Determination to place four young mascots alongside Mohamed Salah and Sandro Tonali for the final.
Facts:
- 4 clubs, 4 matches across 8 days
- 47,000 total attendance
- 15,000 fans at the final
- 105 broadcast territories
- 50M+ Social Media impressions
- 100 child mascots