Introduction
In the heart of Riyadh, Saudi Arabia, a celebration of epic proportions unfolded from 20th October 2022 to 22nd February 2023. It was the much-awaited 2nd Edition of Diriyah Season, a spectacular showcase of international sports and entertainment events. As the strategic orchestrator behind this grand affair, hala partners masterfully designed a full partnership program that united the Saudi Ministry of Sport (MoS) with esteemed partners, creating a tapestry of unbridled excitement and unparalleled experiences.
The Majesty of Diriyah Season
Diriyah Season, with its roots deep in the history of the Kingdom of Saudi Arabia, took place in the timeless city of Diriyah, a UNESCO heritage site. Over four enchanting months, the event brought together a global audience to bask in the splendor of six mesmerizing events, each exuding its own unique charm:
- FIBA 3×3 World Tour: The court came alive with the thundering rhythm of basketball, as athletes showcased their skills in this adrenaline-pumping tournament.
- Diriyah Football Cup: Football fever took over, uniting fans and athletes alike in a thrilling display of sportsmanship and camaraderie.
- Diriyah Tennis Cup: The finest tennis talents graced the court, captivating spectators with their prowess and finesse.
- Diriyah Concerts – Laylat Turki: The soul-stirring melodies of Laylat Turki reverberated through the night, leaving the audience spellbound.
- Diriyah Cultural Festival – Diriyah Nights + Jalsat: A celebration of culture, heritage, and tradition enveloped the event, transporting attendees to a bygone era of splendor.
- Founding Day at Diriyah Season: A momentous occasion that commemorated the birth of the Kingdom, invoking a sense of pride and unity among all.
Embracing Diversity and Unity
Diriyah Season was not just a local event; it transcended borders, attracting over 150,000 physical attendees from an astounding 88+ nationalities. The event’s inclusivity shone bright, with 49.5% female attendance, a testament to the vision of fostering diversity and empowering women in sports and entertainment.
As the grandeur unfolded in Diriyah, the world watched with awe and admiration. The event was broadcast in over 150 countries, covering a staggering 69+ hours, reaching an astonishing 2.4 billion viewers. This global resonance sparked conversations, created memories, and etched Diriyah Season into the annals of sporting and entertainment history.
The Power of Partnerships
At the core of Diriyah Season’s triumph lay the strategic partnerships forged by hala partners. Seven esteemed partners came together, each playing a pivotal role in shaping the event’s success:
Presenting Partners:
- Aramco: The energy giant stood tall as a presenting partner, showcasing a commitment to excellence and innovation.
- STA: As another presenting partner, STA lent its expertise to elevate the event’s standards and experiences.
Season Partners:
- DRSH: In a harmonious partnership, DRSH added to the event’s allure, leaving an indelible impression on attendees.
- Nova: Nova’s involvement brought a burst of freshness, infusing the event with contemporary flair and dynamism.
- MYN: MYN’s partnership contributed to the event’s seamless organization, making it a memorable experience for all.
- Riyad Bank: With Riyad Bank as a season partner, financial excellence and support were integral to Diriyah Season’s success.
Media Partner:
- Rotana: As the official media partner, Rotana played a key role in amplifying the event’s reach and resonance.
The Impact of Success
The dedication and expertise of hala partners shone through in every aspect of Diriyah Season. The strategic PR spend of SAR 29 million served as the catalyst that transformed Diriyah Season into a global sensation, generating an astounding 13 billion+ total impressions and over 10 million engagements. The world took notice, and Diriyah Season became a trending topic of conversation across continents.
Conclusion
Diriyah Season 2022-2023 was more than a celebration of sports and entertainment; it was an ode to the power of partnerships and the magic of unity. The strategic collaboration between hala partners, the Saudi Ministry of Sport (MoS), and esteemed partners showcased the immense potential of sponsorship and partnership in creating events that resonate with the world.
As the memories of Diriyah Season lingered, the event stood tall as a symbol of collaboration, diversity, and excellence – an extraordinary testament to what can be achieved when visionaries unite in a common pursuit of greatness. Diriyah Season will forever hold a special place in the hearts of all who witnessed its splendor, leaving an everlasting legacy of inspiration and unity for generations to come.