Projects /
Sport
1.86 million visits to one fan festival
How the FIFA Fan Festival in Doha’s Al Bidda Park brought sponsors, live music and every World Cup match together, drawing 1.86 million visits over 29 days.
Client
FIFA
Sector
Sport
Services
Activation planning, partner experience, programming
Delivered
Sponsor activation plan, festival programme, partner spaces
The outcome
1.86m
visits over 29 days
The Doha festival at Al Bidda Park combined sponsors, live music and every match on one site.
146
artists across 162 hours
Music filled the gaps between matches, giving fans a reason to return on rest days.
7
satellite festival cities
Satellite festivals in cities such as Dubai, London and Seoul drew 460,000 visitors.
The Challenge
A World Cup has 64 matches, but most fans never get a ticket. The Fan Festival is where they gather and where sponsors meet them at scale. Planning it means fitting partner activations, live music and every match into one site without it feeling like a trade show. At Al Bidda Park that site covered 145,000 square metres and held 40,000 people at a time.
WHY IT MATTERS: INDUSTRY DATA
2
m
Visits
Over 29 days
146
Artists
162 hours of live music
460
k
Satellite visitors
In seven cities
What we did
1
Planned the partner spaces
We planned how sponsors would activate on site, so every partner had a role in the fan experience rather than a stand at the edge of it.
2
Built the programme around music and football
Every match was shown live and the gaps were filled with music, so there was a reason to come back on rest days: 146 artists played 162 hours.
3
Thought beyond Doha
Satellite festivals in seven cities, from Dubai and London to Seoul, took the experience and its partners to fans who weren’t in Qatar.
What happened next
The format grew again for 2026. The Fan Festivals drew 9,017,000 visitors across 13 host cities, with 113 commercial partner activation spaces and 811 million digital video views.
