Saudi Cup

The Saudi Cup 2023 is the fourth renewal of the world’s most valuable race at King Abdulaziz Racecourse in Riyadh and is organized by the Jockey Club of Saudi Arabia. The JCSA’s main responsibility is the organization, development and promotion of Saudi Arabian horse racing at both domestic and international levels. This year, the JCSA assigned us to develop and manage the marketing campaign to promote ticket sales for the event through brand building and sales activation.

The concept “We race the world” potrays the word “race” as an important part on which the slogan was built on. Racing is one of the foundations of this huge event that radiates thrill and excitement in audience. They story behind the visual is the audience, the horse and horse rider racing towards victory. To “race” for something means to strive for it, and to devote all our knowledge, skills, resources and power towards achieving it. In this case, the Saudi Cup seeks to reach a high-profile summit, achieving all of its objectives as well as showing the significance of this global event.

We are racing the world with a cup of precious moral value in the kingdom of Saudi Arabia, calling out all the fans of sports and horses to witness the victory of the most valuable cup. We are racing the world by adhering to our ancestral heritage, reviving it, and honouring it to ourselves to the fact that authentic Arab horses are connected to our culture. We are racing the world by inviting the best contestants in our fields. We raise awareness of cultural pride, of our society’s traditional fashion, and our deep-rooted values.

We are racing the world, which is striving to reach endless heights of ambition and pride.

Inspired from the Jockey Club in Saudi Arabia (JCSA), this pattern was used for Saudi cup last year and will be upgraded to these bright colours as they give off radiance and colour pop in the visual, which would vibrate and resonate with our audience.

According to this specific chosen pattern, we picked this pattern from the Jockey Club in Saudi Arabia (JCSA) to blend in with Saudi Cup. This pattern resembles the Saudi traditional dress code to emphasize Saudi culture and to demonstrate the importance of wearing this dress code in the event. The pattern includes bright colours as a colour pop in the visual to make it stand out in the black drawing, this is a marketing psychology technique called colour priming which impacts audience emotions and grabs their attention.

The Saudi Cup 2023 is the fourth renewal of the world’s most valuable race at King Abdulaziz Racecourse in Riyadh and is organized by the Jockey Club of Saudi Arabia. The JCSA’s main responsibility is the organization, development and promotion of Saudi Arabian horse racing at both domestic and international levels. This year, the JCSA assigned us to develop and manage the marketing campaign to promote ticket sales for the event through brand building and sales activation.

THE CROWD

The male and female characters resemble the audience of Saudi cup, wearing the traditional male and female fashionable clothes to mix culture with fashion along with the thrill of this significant event.