A new team, no fanbase and an empty arena. Ten days later, the city showed up.

THE BOTTOM LINE

From zero to sold-out in 10 days.

Ten days. Every channel. One reason to be there.

There was no time for a slow build, so everything ran at once.

One idea, the night out, carried through every touchpoint, with the line-up as the hook and the team as the story.

7,000+

10

days from launch to full house

tickets sold

fans on day one

headline acts:

DJ Kaboo, Kris Fade,

The Quickstyle

0

3

Scope of work

Creative Agency/ Production

Paid Media

Event Coverage

Entertainment and Half Time Show

Mascot and Cheer Squad

Influencers & Celebrities in attendance

The work:

THE STAKES

A brand-new team, an inaugural home game and no fanbase. A big arena to fill, a city with a thousand other things to do that night, and ten days to make it happen. An empty stadium on night one would have defined the team before it played a second game.

THE INSIGHT

Dubai doesn't go out for a fixture. It goes out for a night. Nobody owed this team loyalty yet, but everyone wanted to be where the city was going to be.

THE MOVE

We sold a night out, not a game. DJ Kaboo, Kris Fade and The Quickstyle on the bill, turning tip-off into the event of the week. Then hype on every channel, every day, until not being there felt like missing out.

“Nobody buys a ticket to a team they've never heard of. They buy a ticket to the night everyone's talking about.