A youth football league run under the Aura brand with the Kuwait Football Association since 2025, with televised rounds, a Best Player award after each round and a closing awards ceremony for the U20 players at Burj Alshaya. Alshaya uses it to put the loyalty brand in front of a Kuwaiti sports audience.
The brief
Kuwaiti football fans and young players, an audience Alshaya wants for its Aura loyalty brand.
