DAMAC: Matchday Activation at Stamford Bridge

Client: Excel Sports Management on behalf of DAMAC 

Event: Chelsea FC vs Arsenal FC 

Activation: AirClad XPO10 with a bespoke bematrix internal fit-out 

Location: Stamford Bridge, London, United Kingdom

The Brief:  

DAMAC and Excel Sports Management required a high-quality, self-contained brand environment that could: 

• Stand out in the busy matchday fan zone at Stamford Bridge 

• Host interactive experiences, including VR and the 3D model

• Be installed and fully operational within an extremely tight build window 

• Provide a smooth, high-quality customer flow ahead of kick-off 

Our team was tasked with designing, producing, installing and de-rigging the activation end-to-end. 

The Process:  

1. Structural Solution

Provision Events selected the AirClad XPO10 for its modern aesthetic, modular flexibility and rapid deployment capability. 

2. Custom Interior Fit-Out

A bespoke beMatrix system was integrated to create a polished interior environment complete with brand graphics, lighting, and content display areas. 

3. Integrated Fan Experiences

We built in space and technical support for: 

• A VR header challenge driving interactive participation 

• A 3D model display of DAMAC’s Chelsea Residences to showcase the development 

4. Precision Delivery 

Built on Saturday, live on matchday Sunday, fully de-rigged that same night. A seamless, high-pressure turnaround executed by Provision Events’ UK production team. 

The Result: 

The activation delivered a premium matchday touchpoint that: 

• Attracted consistent fan traffic throughout the pre-game period 

• Generated strong engagement through interactive VR and 3D property exploration 

• Elevated DAMAC’s brand presence with a high-end, architecturally clean environment
  

A standout brand experience for one of the Premier League’s marquee fixtures.