“The Look Company has proven its commitment to support Qatar’s sports events and has been instrumental in supporting the FIFA World Cup Qatar 2022TM. We are very pleased to be a part of this huge event. We are uniquely positioned to help our customers, sponsors, and other stakeholders to engage with us throughout this year’s tournament in Qatar.”
Jacob Burke, President of The Look Company
Field Of Play Branding
The Look Company dressed up eight new stadiums with complete field-of-play, interior, and exterior branding that aesthetically unifies the stadiums, teams, and sponsors, creating a compelling fan experience for the FIFA World Cup Qatar 2022TM. We have worked with many stadiums in Qatar over years, and our extensive knowledge and expertise came into play in rolling out FIFA’s branding requirements
Stadium pageantry is not complete without the branding of interior spaces. Venues including VIP suites, media centers, team operations areas, offices, weight rooms, locker rooms, and hallways were branded with vibrant graphics and interior directional wayfinding systems that were customized to adapt to the architecture of each individual facility for the FIFA World Cup Qatar 2022TM.
From teams bus concourse areas, player tunnels, and team changing rooms to FOP entrance areas, The Look Company created a cohesive branded experience from when teams arrive at the stadiums, all the way to the moment they enter the field of play for the match kick-off. 16 Player changing rooms were branded across all the stadiums that hosted 32 national teams for the FIFA World Cup Qatar 2022TM.
Stadium Exterior Branding
Large high-impact branding was used with all the available landscape and architecture on the stadium exteriors, to deliver imaginative and visually engaging fan and consumer environments around the stadiums. The Look Company and the LOC team at FIFA identified most of the prime branding real estate around the stadiums existing infrastructure such as building facades, cable bridges, fences, lamp posts, hoarding, etc.
The Look Company’s custom-built, modular, and portable branding hardware was used to dress up over 108 non-competition venues such as hotels, conference rooms, exhibition spaces, airports, media rooms, training grounds, and other locations all around the city.
Non-Competition Venues Branded
Signage & Wayfinding
Ensuring visitors and players get around the venue is one of the most critical and important tasks related to the success of your event. From stadiums, convention centers, cities, and the last mile, The Look Company had implemented a turnkey wayfinding program for the FIFA World Cup Qatar 2022TM. We installed over 1000 branded signage and wayfinding structures throughout the venues to help guide fans to their destinations quickly and efficiently, ensuring they never miss a moment of the action.
Signage & Wayfinding Installed
The Look Company branded a large fleet of buses and vehicles with high-quality decals featuring vibrant graphics to help gain exposure for the event and the national teams participating in the FIFA World Cup Qatar 2022TM. In total, nearly 151 buses and vehicles were branded for this event showcasing visual elements from the FIFA World Cup Qatar 2022 brand rollout and national flags for each country representing the event.
For the grand final match, The Look Company had a team of branding experts on site, ready to execute custom branding to commemorate the champions of the FIFA World Cup Qatar 2022TM.
Buses & Vehicles Branded
Street Banners & Flags
Nearly 21,693 street banners were rolled out with our quick-change hardware systems that adapted to existing city light-pole standards in prominent high-traffic streets across Doha, Qatar to create the event, brand, and sponsorship awareness and used as colorways to lead spectators and the public to and from venues. Around 3,300 banner flags were installed on our new wind-tracking RFT flagpoles for areas that did not have street poles.
Street Banners Installed
Total printed material
“The FIFA World Cup Qatar 2022TM is the biggest, most popular sporting event in the world. We are very pleased to be named a Regional Supporter for an event of this size and prestige,” said Ed Burke, the Chairman and founder of The Look Company.”
Ed Burke, Chairman of The Look Company