Who we are
Spectaculars is part of People&Co.’s family of brands. We are a creative production collective, delivering large-scale ceremonies, shows and experiences for global audiences. Bringing together industry leaders with decades of experience in major international productions, our team was behind the empowering ceremonies for the 2019 Special Olympics and the 2023 FIFA Women’s World Cup. We are passionate about creating sport experiences that spotlight human stories, uniting athletes and audiences.
The Brief
The President’s Cup is the most coveted cup in UAE football. For the 2023 Final, we had delivered a powerful opening ceremony that launched the Cup’s new brand and direction. Following this success, our client, the National Projects Office, asked us to keep raising the stakes.
Our Approach
The UAE is a growing football nation, which has reached a pivotal moment for fan engagement. For us, the 2024 President’s Cup Final marked an opportunity to:
- deepen the connection between fans and teams
- enhance the Final to offer a better fan experience than ever before
- contribute to developing football culture in the UAE
We designed an experience structure that strategically involved fans in every part of the Final – from the opening ceremony, through the game, to the trophy presentation. We then crafted a narrative that celebrated football, and footballers, on a human and relatable level.
The Ceremony
Our opening ceremony highlighted the power of ongoing learning, teamwork and togetherness. In a game where nobody wins alone, we showed the importance of support from teammates and fans alike. With dazzling projections and a live cast, the ceremony followed two boys growing into professional footballers. Their journey of rising to become champions was combined with projections of legendary UAE football moments, forming a human story of national football.
The Match
We planned every technical aspect of the opening ceremony – including projecting onto the pitch – to flow seamlessly into the match, maintaining energy in the stadium. We also understood the importance of keeping fans connected throughout the game. To do this, we produced a bespoke song which drew on existing chants and became the sound of the match. Each time it played, the song united viewers, made them feel involved with to the action on the pitch, and reminded them of the story of the opening ceremony. We used other music, professional MCs and immersive lighting to keep building fans’ excitement and passion throughout the game.
The Results
Our elevated Final experience united 30,000 in-stadium fans with tens of thousands more who were watching at home. By keeping the values of the President’s Cup at the core of our creative treatment we ensured there was a sense of unity and connection throughout the ceremony. Using the values as our central thread allowed us to deepen fan engagement and contribute to the burgeoning football culture of the UAE.
www.spectacularsbypeople.com/casestudies/presidents-cup-final-2024