Event Marketer Summer 2023 - 96

BIGGEST LEAP OF FAITH
EX AWARD WINNER
CAMPAIGN: FIFA World Cup Qatar
Sponsorship
CLIENT: adidas
PARTNER: Jack Morton MENAT
As a FIFA partner for 70 years, the FIFA World
Cup is adidas' flagship global sponsorship
platform. But despite that legacy and clear
standing, adidas has had to compete with an
increasingly " noisy field " of brands fighting
for fans' attention. For the 2022 FIFA World
Cup in Qatar, adidas set out to prove why it
was the No. 1 sponsor worth talking about by
leveraging the world's largest sports stage,
as the team put it, to talk about progressive
issues important to the brand-inclusivity and
gender equality.
The sponsorship campaign theme Al Rihla
Arena ( " the journey " in Arabic) anchored
the program and served as " a call to join the
adidas family reunion, " and adidas executed it
across four sponsorship zones. At the Al Rihla
Arena, the brand had two title sponsorship
activations at the official FIFA Fan Festivals in
Doha and Dubai. At the floating adidas house,
Al Rihla Avenue, located at Burj Khalifa, Dubai,
attendees took part in elevated experiences
unlocked through the adiClub app to " get
more " from the World Cup. The brand also
leveraged retail experiences (22 store displays
in four countries: UAE, Qatar, Kuwait and KSA),
and the Equal Play Billboard stunt-a giant
beach installation outside Stadium 974 in
Doha, switching throughout the tournament
from three of the greatest male players to
three of the greatest female players.
The strategy infused nostalgia, digital
touchpoints, access (like in the FIFA Fan
Festivals where fans could watch every game
live, test their skills with Gulf United, play
with FIFA World Cup legends, explore the
'70s-themed player's lounge and capture
content through AR) and in " revolutionizing
retail, " where adidas products were embedded
in storytelling. Fans could browse and buy
products seamlessly as they moved through
adidas stories.
Ultimately, the brand saw more than
13,000 signups to the adiClub membership
app, and the overall campaign saw 1.7
billion views of adidas World Cup campaign
content with an average 41-percent positive
sentiment. To boot, during the World Cup,
trending keywords were: Women's World Cup,
World Cup Gender Equality and Equality in
World Cup. Talk about goals.
96
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