The FIFA World Cup 2022 in Qatar was an incredible success, attracting numerous global visitors to Dubai. Official FIFA sponsors and many other recognised brands leveraged this once-in-a-lifetime opportunity to showcase their brands in the best way possible.
Brands in the region are constantly looking for new ways to leverage events and occasions for their promotions, and the much-awaited FIFA World Cup 2022 was a great example of how they aligned their marketing efforts with these events.
We saw examples of how brands tapped into the heightened consumer interest and engagement surrounding them through the busiest and most premium locations in Dubai.
While Hublot’s campaign with Kylian Mbappé as the official timekeeper was prominent, many other brands seized the chance to leverage the star power of global icons.
From Cristiano Ronaldo’s various appearances, including a suit for Sacoor Brothers, an orange tracksuit for Talabat, and a memorable battle of chess with eventual player of the tournament Lionel Messi to endorse Louis Vuitton’s “Victory is a state of mind” luxury travel campaign on Dubai’s most influential advertising location – The Dubai Triple Crown, to South Korean football star Son Heung Min presenting Gentle Monster’s BOLD Collection on The Dubai Gateway.
