Posted by: Wasserman | Date added: Mon 07 Dec 2009
Sports and entertainment marketing agency Ignite will develop and produce both the ceremonies and the experiential activities for this month’s FIFA Club World Cup in the UAE.
Ignite won two pitches from the Local Organising Committee (LOC) of the FIFA Club World Cup UAE: the events programme for the tournament, which includes the opening, closing and awards ceremonies; and the experiential marketing activity around the event, including the design, development and management of the Fan Zones during the tournament.
The events programme contract was won after a comprehensive pitch process. Ignite’s opening ceremony for the competition – to be held at the Mohamed Bin Zayed Stadium on 9th December – will entertain both the crowd and a global television audience, introduce the participating teams and showcase aspects of Abu Dhabi culture.
The closing ceremony, which will be held at Zayed Sports City on the 19th December immediately before the FIFA Club World Cup UAE 2009 Final, will be a celebration of the competition and enhance audience enjoyment and anticipation ahead of the game.
The awards ceremony will feature the presentation of the FIFA Club World Cup trophy to the winners, and medals to the players and match officials. It will immediately follow the final and will take place on the pitch at Zayed Sports City.
Ignite will design and construct an award ceremony stage which is reflective of Abu Dhabi’s culture and heritage to present the winning team with the trophy.
On the experiential front, the agency will run the Stadium Fan Zones – areas to engage and entertain fans outside the Mohammed Bin Zayed Stadium and Zayed Sports City on match days. Fans will be encouraged to visit the Fan Zones, which open two-hours prior to kick-off, to take part in football-related activities from sponsors including Coca-Cola, Toyota, Adidas and Emirates Airlines.
Other experiential events include the creation of interactive FIFA Club World Cup UAE 2009 mall stands in key Abu Dhabi and Dubai malls. The mall stands are designed to drive ticket sales and attendance at all eight matches by generating awareness and excitement about the tournament.
Shatha Al Romaithi, communications manager for the LOC, says: “The FIFA Club World Cup UAE 2009 will further establish Abu Dhabi and the UAE’s positions as international sporting tournament and event hosts on the global stage. Ignite’s skill and experience in producing showcase events will help the tournament to engage new fans and drive the development and growth of football on a domestic, regional and global scale.”
Fred Porro, managing director of Ignite, says: “Ignite has the creative and organisational experience and expertise to deliver the events that will help make this a successful tournament.
“Both our ceremonies and experiential activities will promote Abu Dhabi as the tournament hosts and marry local culture with unforgettable football activities. The aim is to provide fans with the ultimate football experience.”
The FIFA Club World Cup UAE 2009 will be held in Abu Dhabi from the 9th to the 19th December 2009. The champion clubs from all six continental federations – Asia, Europe, Africa, North and Central America, South America and Oceania – come together for the annual FIFA World Club Cup. As the host nation, the champions of the UAE Premier League – Al-Ahli FCD – also qualify for the tournament.
Other major sporting events held in Abu Dhabi include the Formula 1™ Grand Prix and the PGA Golf Championship.
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