WePlay took full creative and strategic ownership of the UAE Tour, leading the development and execution of a comprehensive brand identity and marketing strategy. Our mission was to connect domestic pride with international prestige, by building a story that lived across both physical environments and digital ecosystems. 

By integrating live content capture, real-time publishing, paid media, and culturally driven storytelling, we delivered a seamless, multi-platform experience that captured the imagination of audiences at home and around the world. 

Unified look & feel across all touchpoints
WePlay defined and delivered a comprehensive visual identity that ran across every aspect of the UAE Tour, from athlete jerseys and convoy car livery to city-wide branding, race signage, stage designs and fan environments. Each jersey design was inspired by the unique narrative of one of the seven Emirates, tying into the symbolic significance of the Tour’s 7th edition and creating a powerful, culturally resonant visual language. 

On-the-Ground Execution Meets Digital Scale
Our on-site content teams captured and produced daily content in real-time, supported by our HQ team leading digital planning, storytelling and execution. This blend of speed, scale and creativity created a live content engine that kept fans connected, engaged, and emotionally invested throughout the event. 

Marcomms Strategy to Capture Global Imagination
We developed a fully integrated marketing communications strategy to reach both domestic and international audiences, including teaser films, hero content, 3D jersey reveals and route announcements. The storytelling elevated the UAE Tour from a sporting event to a cultural celebration of national identity. 

High-Performance Paid Media Activation
We deployed a performance-led paid media strategy, optimising creative and spend to achieve maximum reach and engagement across priority demographics — turning awareness into action and impressions into impact.