Al-Ittihad and CUE Redefine Fan Engagement with Saudi Arabia’s First CUE Light Show

Al-Ittihad, one of Saudi Arabia's most storied football clubs, secured an impressive 4-1 victory over title rivals Al-Hilal in the Saudi Pro League at Alinma Stadium this past weekend. This win strengthens Al-Ittihad's position at the top of the league table, furthering their championship ambitions and adding to their legacy as a leading force in Saudi football.

This milestone match also showcased a groundbreaking collaboration with CUE, a global leader in digital fan experiences for live sports audiences. Based in Nashville, Tennessee, CUE partners with major organizations across the NFL, NBA, NHL, and MLB, and expanded to Europe in 2022, working with renowned clubs like Tottenham Hotspur, Arsenal, the Boston Celtics, the Los Angeles Lakers, and the Kansas City Chiefs. Partnering with a club of Al-Ittihad's stature marks a significant milestone for CUE's growing presence in the Middle East.

"The level of engagement we witnessed, with more than 50% of attendees participating in the light show, demonstrates the incredible passion of Saudi fans and the market's potential for innovation," said Jensen Blassage, Client Services at CUE.

Founded in 1927, Al-Ittihad remains Saudi Arabia's oldest and most decorated sports club. With multiple Saudi Professional League championships and back-to-back AFC Champions League victories in 2004 and 2005, the club's leadership on and off the field continues to set new standards for football in the region. This latest innovation reinforces their role as a trailblazer in the market.

One of the night's standout moments was Saudi Arabia's first-ever CUE-powered smartphone light show, sponsored by ROSHN Group, a leading real estate developer and prominent local brand. On the first day of promoting the event, over 8,000 fans downloaded the app by scanning a QR code. By the end of the match, more than 33,000 fans had downloaded it. The synchronized phone lights transformed the stadium into an immersive visual experience, ranking this activation among CUE's largest fan-driven light shows.

“Witnessing the stadium light up on Saturday night, with the CUE-powered smartphone light show, was truly remarkable. The overwhelming response from our fans, turned the venue into a breathtaking spectacle. We created an unforgettable experience, reflecting the passion and unity of our fans. This event underscores our commitment to innovation and enhancing the fan experience at Ittihad Club matches," said Omar Abulfaraj, Sponsorships, Sales and Matchday Director at Ittihad Club.

This activation also provided a new opportunity for ROSHN Group's integration into the game day experience and elevated their presence as a major brand partner. The brand's involvement reinforced its commitment to enhancing communities in Saudi Arabia through high-impact partnerships and fan-first experiences.

The event also introduced FanSee, CUE's interactive live-stream platform, letting fans share real-time videos directly onto the stadium's big screens. Also sponsored by ROSHN Group, the feature was activated six times during the match, with over 30 minutes of total screen time. A total of 2,422 fans scanned in for a chance to be featured, with over 150 fan live streams making it to the big screen—including VIP highlights showcasing special guests in the crowd.

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"Partnering with a club of Al-Ittihad's stature is a significant milestone for us," noted Jack Colton, CUE Commercial Manager EMEA, emphasizing the importance of bringing such immersive technology to new markets."

This collaboration between Al-Ittihad and CUE marks a groundbreaking leap for fan engagement in Saudi Arabia, bringing cutting-edge technology to a rapidly growing sports market. The overwhelming fan response signals the beginning of a new era of innovation in the region, with Al-Ittihad leading the charge both on and off the pitch.

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