The Asian Football Cup (AFC) brings together 24 nations from across Asia for a unique tournament and celebration of the game.
In 2019, the AFC was held in the United Arab Emirates, not a country with a strong record of attendance of football games. Despite this, the tournament needed to mobilize a million people to attend games.
We developed a strategy called “Beyond Football” that enabled the AFC to talk about the good it does, and by doing so, attract a swathe of Emiratis and expats to attend games.
Impact – we helped a company do more good so that it could make more money.