Qiddiya partnered with BRASH on a campaign for its sponsorship of the Esports World Cup 2025 in Riyadh. The challenge was to create a presence that resonated with both the global esports community and the local Saudi audience, while staying true to Qiddiya’s Play Philosophy.
BRASH developed a full creative system: reimagining Qiddiya’s scarps for a sophisticated digital-first audience, creating a bespoke dual-language typographic style, designing a megapixel frame for dynamic content, and producing animated ticker tapes for energy and rhythm. This system was applied across social media, arena branding, and on-site activations. During the event, we produced real-time social content, oversaw brand application immersive booth experiences, arena takeovers, and a high-impact boulevard takeover, while guiding the wider EWC content team to ensure consistent brand expression.
The Esports World Cup 2025 drew millions of viewers worldwide. As a nexus sponsor, Qiddiya were given unique, often time sensitive, opportunities that BRASH helped deliver right
across the event. Including a takeover of the Time Square screens at Boulevard City, Riyadh; takeover of the Moses Itauma and Dillian Whyte fight night; and many over screen and event-wide activations. Setting a new benchmark for global esports activations.
