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Brand: Abu Dhabi Showdown Week

Brand Owner: Department of Culture and Tourism – Abu Dhabi

Country: United Arab Emirates

Industry: Events, Tourism, Sports, Leisure and Entertainment

Channels Used: Social Media Content Development, On-Ground Coverage


This was one of the most exciting events to ever hit Abu Dhabi in 2019 with non-stop excitement, entertainment and action for seven days! The highlight of the week-long event was the UFC 242 fight which saw greats such as Khabib Nurmagomedov take on Dustin Poirier.

This action-packed event aimed at highlighting Abu Dhabi’s growing status as an entertainment capital and at strengthening its standing as a globally renowned leisure and entertainment destination.

The celebrations stretched across the emirate, with city-wide events and activations including pool and beach parties, retail promotions and F&B deals at major beach clubs, nightclubs, hotels, malls and leisure destinations and so much more. Gym activations, open workouts, weigh-ins, autograph signings and meet-and-greet sessions with Khabib Nurmagomedov, Dustin Poirier and other star fighters were also conducted. There were also activations with various sports federations and entities across the emirate to further enhance the Abu Dhabi Showdown Week programme.


Alsayegh was brought on board just seven weeks prior to the event with the main objective of establishing a non-existing brand across social media and digital platforms.

  • Alsayegh was tasked with creating an online brand identity for the event to ensure brand awareness, engagement and eventually footfall across all activations.
  • Alsayegh covered all on-ground activations during the event via videography and social media content. This included over 80 events across a span of seven days at various locations around Abu Dhabi.
  • Alsayegh worked closely with the client and other sub-agencies including International Partners ensuring transparency and synergy
  • Over 475 posts were posted during a four-week period. These posts had over 1.4M total reach, over 64,000 total engagement and more than half a million views.
  • More than 4,000 international tourists flew in for the event. Over 14,000 fans attended the UFC 242 fight at The Arena and over 8,000 fans jammed to the Red Hot Chili Peppers set
  • The organic reach was over 90% and on some of the posts. Some posts saw higher numbers than the number of followers for the brand’s social pages.
  • Content was being reposted and shared by multiple international and local brands and artists which created a lot of conversations around the world.