Portuguese powerhouse football club SL Benfica and its shirt sponsor Emirates staged a joint on-pitch activation at the Estádio da Luz pre-match prior to its 15 January game against Moreirense.
The initiative saw the airline and the club invite 128 season ticket holders to compete in a skills challenge before kick-off – with five winners each taking home a prize of two roundtrip tickets to Dubai and free entry to Expo 2020.
The skills challenge was based around a map of the world drawn out on the pitch which featured Emirates’ route network. Fan participants were invited to walk onto the map, and kick a ball to try and hit (or get as close as possible to) Dubai.
This initiative generated interest and excitement in the stands of the Stadium of Light where supporters cheered on the 128 competitors (who between them represented the 120+ destinations that Emirates flies to).
The ambient on-field activation was filmed and then amplified across the brand and club social platforms from 20 January running under the title ‘Benfica X Emirates – Todos ao Dubai’.
5 flights to Dubai, 128 Benfica members, one single shot. Check out the result.
@emirates pic.twitter.com/ik5OwcIOrm
— SL Benfica (@slbenfica_en) January 20, 2022
Emirates Divisional SVP of Corporate Communications, Marketing & Brand Boutros Boutros, commented: “Emirates is proud to be a key partner of Benfica and we are especially delighted that our ongoing collaboration continues to thrill fans with creative and spectacular experiences. Such activations create an even more inclusive atmosphere at the event as fans get to participate in their very own competition”.
“This is another initiative that intends not only to value our members, with a unique offer, but also to guarantee the dynamism of the sponsorships we have with them,” said SL Benfica CEO Domingos Soares de Oliveira. “Emirates is one of our main sponsors and since 2014 we have been working side-by-side to ensure that this partnership is a success for both parties, adding value to two brands with a huge international reputation”.
Comment
This is the most recent joint initiative created by Benfica and Emirates who have been partners since 2014.
The most successful sponsor/club activation from the two thus far was October 2015’s on-pitch, pre-match ‘Cabin Crew Stadium Security’ stunt which went viral and generated 50 million views.
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