Fan Platform: Falcons Nest - Saudi Arabian Football Federation
Built as a preview of Saudi Arabia’s 2034 FIFA World Cup ambition, I led Falcons Nest, a 30-day, 108,000 sq ft fan platform at the 2024 AFC Asian Cup. A fusion of football, culture, and technology. 125K fans. 469M+ impressions.
Falcons Nest was designed as more than a fan activation, it was built as a national platform to connect a new generation of Saudi fans to the game.
Developed in partnership with the Saudi Arabian Football Federation, the platform brought together football, culture, and community to create a high-energy environment that felt both globally relevant and deeply local.
Our role was to architect the experience from the ground up, shaping the concept, designing the fan journey, and building a space that could flex across programming, audiences, and moments.
From interactive football challenges and live content moments to community-driven engagement zones, Falcons Nest created a dynamic ecosystem where fans weren’t just spectators, they were participants.
The platform was designed to scale, not just as a one-off experience, but as a repeatable model for fan engagement across the Kingdom. Because in emerging football markets, growth doesn’t come from isolated events, it comes from creating platforms that build culture, connection, and long-term loyalty.
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