Sports, Entertainment & Fan Experience
Eshha! – FIFA World Cup 2026 Fan Zone
Boulevard City, Riyadh
Overview
A fan destination built for a global moment.
Eshha! was created to give football fans in Saudi Arabia a world-class home for the FIFA World Cup 2026 — a destination where the energy of the tournament could be lived, shared, and celebrated across an entire season.
LETSPACT led the initiative end to end: shaping the commercial strategy, building the partnership ecosystem, driving the marketing and audience growth, and delivering the operation on the ground at Boulevard City, Riyadh. The result was one of the Kingdom’s largest fan destinations — a 20,000 sqm platform designed to perform commercially, not simply to entertain.
Four integrated
experience zones.
The destination was designed as four connected worlds, each with its own atmosphere and its own commercial role — together forming a single, seamless fan journey.
Match & Live Screening Arena
A large-format live screening environment engineered for peak-moment atmosphere, premium viewing, and shared celebration during every fixture.
Food & Beverage Boulevard
A curated F&B destination blending local and international concepts — a core revenue engine and a driver of dwell time.
Interactive & Sponsor Activation Zone
Branded activations, football challenges, and partner experiences designed to be memorable, shareable, and commercially productive.
Family & Community Space
An inclusive area programmed for families and casual fans, broadening the audience and extending the destination’s appeal across the season.
Strategy to delivery,
under one partner.
Revenue & Partnerships
Commercial strategy, revenue architecture, sponsorship packaging, and partner acquisition — turning a fan zone into a commercially sustainable platform.
Audience & Demand
Positioning, campaign strategy, content, and communications engineered to build awareness and drive season-long attendance.
End-to-End Operations
Concept development, experience design, production, and full on-ground operational management across the destination.
Partnerships
A platform built on shared value.
Eshha! was designed as an ecosystem — aligning sponsors, F&B operators, entertainment partners, and brand activations around a single, high-energy destination.
Each partnership was structured to deliver real commercial value: meaningful audience access, ownable activation space, and measurable return — ensuring the destination worked as hard for its partners as it did for its fans.
Impact
More than 75,000 fans across the season, four connected experience zones, and 20,000 sqm of destination — delivered as one commercially driven platform for the world’s biggest football moment.
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Building Something at This Scale?
From strategy to delivery, LETSPACT builds fan destinations and commercial platforms designed to last.