EXEED at the Riyadh Fan Zone, Laysen Valley
Arabian Heritage Motors, the Al Ghurair company that distributes EXEED, was exclusive automotive sponsor of Riyadh's largest football Fan Zone at Laysen Valley. Part of EXEED's global 'To What Comes Next' viewing campaign, the build put LED columns of football moments, a trophy-inspired light wall, live match feeds and a cinema-sized screen in front of about 500 guests, with halftime football activities.
- The brief
- Football fans in Riyadh, reached by EXEED's distributor as exclusive automotive sponsor of the city's largest Fan Zone.
- What to borrow
- Hosting fans in a premium lounge during a match lets a car brand demonstrate its positioning to the people it wants to sell to.
| Brand | EXEED |
|---|---|
| Agency | Not named on the source |
| Talent | Not named |
| Channels | on-ground |
| Source | Al Ghurair |
Case studies like this
Campaigns from other brands that did something close, matched on what each one actually did.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Aura | Aura LeagueSponsorship activation · 22 Jul 2026 | Sponsorship activation | – | 22 Jul 2026 |
| anb | World Cup credit card campaignDigital/social · 27 Oct 2022 | Digital/social | – | 27 Oct 2022 |
What other automotive brands ran
The latest confirmed campaigns from the rest of the category, Gulf.
| Brand | Campaign | Type | Agency | Date |
|---|---|---|---|---|
| Toyota | Crafted with CareDigital/social · 24 Apr 2026 | Digital/social | Ogilvy | 24 Apr 2026 |
| Toyota | Globally LocalIntegrated campaign · 8 Feb 2026 | Integrated campaign | Memac Ogilvy | 8 Feb 2026 |
| Infiniti | INFINITI Ramadan 2026Festive · 5 Feb 2026 | Festive | – | 5 Feb 2026 |
| Ceer | Ceer new brand identity for Saudi National DayRebrand · 2026 | Rebrand | – | 2026 |
| Nissan | Year-End Savings (YESS)Integrated campaign · 21 Nov 2025 | Integrated campaign | – | 21 Nov 2025 |
| Lucid | DrivenAd film · 4 Sep 2025 | Ad film | – | 4 Sep 2025 |
| Toyota | Rooted & RisingPurpose · 28 Aug 2025 | Purpose | MRM MENAT | 28 Aug 2025 |
| Toyota | Journey into HerstoryIntegrated campaign · 23 Apr 2025 | Integrated campaign | Memac Ogilvy | 23 Apr 2025 |
