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Activation AFC Asian Cup Sponsorship

The Brief.

Activate Continental’s sponsorship of the AFC Asian Cup UAE 2019 to create significant positive PR coverage for the brand across the region

The Response.


  • Continental had an allocation of mascot slots
  • The UAE is home to a large number of under-privileged and orphaned children
  • Launch of Continental’s Mascot Campaign


  • Partner with Emirates Red Crescent and UAE national team players
  • Give under-privileged kids a once-in-a-lifetime opportunity to be mascots at the Finals via a a 3 stage campaign:
    • Launch;
    • Mascot selection;
    • Attendance


  • Press releases and features
  • Interviews with participating UAE football stars and charity spokespersons
  • Engaging event video
  • Creative photography

The Results.

  • Football activation at AFC 2019 Final Draw
  • Press conference to launch partnership with ERC
  • Mascot selection event for over 150 children, attended by media
  • Brand social media content
  • Follow-up story with Al Arabiya morning show before matches

14 TV crews attended the various events
88 Mascots selected
$9.1m PR value
90Pieces of broadcast / national coverage
1.3m Views on Al Arabiya Social media

Related work.

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SKODA Cycling



Cycling Academy

Be Bold.

It’s time to come off the fence:

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