Continental – Activation AFC Asian Cup Sponsorship

April 29, 2019
Performance Comms

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


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


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


TV crews attended the various events
Mascots selected
PR value
Pieces of broadcast / national coverage
Views on Al Arabiya Social media

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