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Concacaf
Gold Cup Draw
Sporting event
California
2023
Creativity, Marketing
Context
The most important national-team football tournament
In 2023, the 18th edition of the Gold Cup was held—the most important national-team football tournament, organized by Concacaf (the Confederation of North, Central America and Caribbean Association Football)—which takes place every two years and brings together the region’s leading national teams.
The most recent editions of the Gold Cup have been held in major U.S. cities and stadiums. It is one of the sporting events with the greatest impact on the Hispanic community (not only Mexican, but also Central American and Caribbean), both due to fan interest and to ticket sales and TV and online broadcast rights. In each edition, it is not only Mexico and the United States that take center stage; there are national teams from across the region, such as Canada, Costa Rica, and Panama, that deliver outstanding performances.
Special guests from other confederations, such as Brazil, Colombia, Qatar, and South Korea, have also added a distinctive touch in recent editions and generated strong interest in the tournament on other continents.
Objective
To ensure the Gold Cup draw matched the tournament’s growing international relevance, through a novel experience in a unique setting for guests (including celebrities, executives, and the media), and to make it the starting point for a memorable and spectacular edition.
Challenge
Draw ceremonies have become the calling card of the most popular and prestigious football tournaments. The World Cup and the UEFA Champions League are two of the most representative examples of their importance and impact: their draws have become shows watched by large audiences worldwide and have contributed to the success of those tournaments. For that reason, we decided, as our main strategy, to turn the Gold Cup 2023 draw into a show: an experience built around the draw’s key elements—from the venue and special guests to the broadcast on TV channels and on digital platforms and social media—to drive amplification and conversation, while also sparking interest in everything that would happen around the tournament.
The Idea
The first step was to choose an impactful location, so we decided to hold it in one of the most modern stadiums, with cutting-edge technology on a global level and representative of the new generation in the United States: SoFi Stadium, in Inglewood, California.
The set and furniture design was inspired by the geometric shapes and textures of the Gold Cup’s distinctive trophy. As a first experience, our guests walked a red carpet with a photo opportunity to be photographed alongside the iconic trophy. Each area of SoFi Stadium served as the ideal space to guide our viewers and guests through a fully immersive Gold Cup experience.
Gold Cup Draw.
