The new multimedia platform brand’s first huge activation is dedicated to the World Cup.
Considering music has the power to feel, heal and connect, a new multimedia platform brand anchored in – you guessed it – music has launched. Entitled Press Play, it will explore the strength of music across sport and culture, with its first big activation taking place at Precision Football from 19 November to 18 December. For the uninitiated, Precision Football is a new state-of-the-art football facility that’s located in Ibn Battuta. Combining live music with the emotion and tenacity of sport, Press Play’s Fanzone promises to be the only place to watch the World Cup.
The new platform will be providing an experience as close as possible to football fans in the actual stadium, broadcasting every game to thousands seated in the spectacular football arena. Comfy sofas, a 250-square-metre screen screening all 63 games, stadium sound, a plethora of food and beverage options, and a monumental ambience are expected. Press Play will change the way the World Cup is being experienced in Dubai – by combining it with music. Opening in October, Precision Football boasts next-generation technology, four 4G pitches, a tech centre, and several licensed hospitality offerings, making it the perfect place to host Press Play’s Fanzone.
The event will be completely family-friendly until 7pm, with families able to take part in the various football activations and training sessions happening on the five-a-side pitches and inside the tech centre. It will, however, be an adults-only affair once the sun sets. Fans can book a myriad of tables and customised dugouts – complete with their own branding, bars and table service – for each game or the entire season pass. Those looking for the luxury experience can book one of the VIP platforms, including individual screens and pre-match hospitality. And if that wasn’t enough, we’re told that 14 big shows will be announced over the coming days.
DSCVR: Press Play, Ibn Battuta, Dubai (058 594 2383).
