Sports Event

• ~43,000 group employees
• 15+ operating markets across the Middle East, Africa, and Asia
• Exclusive Carrefour franchisee, 390+ stores, plus HyperMax and Supeco

The challenge was to build and create a coherent competition stretched across four countries that still had to feel like one tournament.

Before the tournament began, we designed, produced, and planned the full experience:

• The tournament format. We designed the structure end-to-end — 15 countries, four regional qualifiers, and a knockout path through quarterfinals, semi-finals, and the grand final — building the schedules, timings, and progression so momentum carried from the first match to the championship.
• The set and staging. We designed and produced the built environment that gave every venue its big-event look — the arch backdrop, the step-and-repeat photo wall, the winners' podiums, and the wall banners, flags, and on-site branding that ran consistently across all four countries.
• The kits and gear. We designed and produced custom footballs, bibs, and full team kits for every participating country, giving the tournament a unified, professional look on the pitch.
• The trophy, medals, and prizes. We designed and produced the championship trophy, the medals, and the oversized presentation cheques for the top three teams.
• The fan experience. We built the spectator atmosphere at each location — photo frames and props for fans and players to capture their own moments, and a tournament mascot to roam the crowd and lift the energy.
• Food, beverage, and hospitality. We coordinated F&B across all four locations, keeping players and spectators looked after throughout the matches.
• Internal comms and content. We built the full multimedia campaign that drove anticipation and carried the story across the whole tournament — a teaser video to launch it, wrap-up videos and scores recapping each country's matches, on-the-ground interviews, and dedicated video production for the quarterfinals, semi-finals, and finals.
• Officiating. We arranged internationally accredited referees for every match.
• Broadcast and multi-country logistics. We planned the live broadcast setup and the coordination behind a tournament running across Cairo, Muscat, Dubai, and Amman.

Regional group stages — We coordinated four regional qualifiers across Cairo, Muscat, Dubai, and Amman, managing match timings, schedules, game flow, and team progression.

Fan zone and atmosphere — A tournament mascot worked the crowd while the step-and-repeat, photo frames, props, and flags gave fans and players their own moments to capture.

Knockout rounds — As the field narrowed through the quarterfinals and semi-finals, we kept the bracket moving and the story alive, with dedicated comms and video production for each stage building anticipation toward the final.

On-the-ground content and interviews — At every location, our team captured match footage, scores, and player and team interviews shot against the step-and-repeat.

Live broadcast and engagement — We ran live broadcast coverage of the matches across all four countries, with live audience engagement built into the stream.

Accredited officiating — Internationally accredited referees officiated every match, keeping the competition fair, credible, and professional.

Grand finals in Muscat — All regional winners advanced to the final in Muscat, where we delivered a polished championship experience with the awarding ceremony, podium, trophy and medals, oversized cheques for the top three teams, and confetti blasters firing on the champions.

The MAF Retail World Cup brought teams together across borders, creating a sense of unity, excitement, and healthy competition. Each stage delivered strong participation, positive energy, and enthusiastic engagement from both players and supporters.