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The brief was to create an engaging ‘Fan Zone’ on matchdays during the FIFA Club World Cup UAE 2009, to add value to the fan’s match day experience and drive repeatand new ticket sales.


We created two highly interactive 6,000m2 Fan Zones, working closely withToyota, Visa, Adidas, Emirates and four national partners to develop football based experiential assets forming the core engagement platform.


Fans could also play 3v3 on the mini pitch, enjoy the stage entertainment hosted by 2 MC's, lift the real FCWC trophy, buy a memento in the merchandise outlet and eat at one ofthe seven food stalls.


The results were over 25,000 visitors to the Fan Zones during 6 events – over 7,000 at the Final alone. 18% of all fans visited.


Role: Project Lead

Client: Ignite Europe Ltd

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