The Brief

Chivas Regal set out to deepen its relationship with football fans and the Hustle Generation through an immersive watch party built around Arsenal versus Manchester City.

The goal was to strengthen the brand’s association with football culture in Nigeria, increase visibility, encourage product trials, and generate sales through a premium match-day experience at The Hall, Victoria Island.

Exposé’s Plan

We created a complete guest journey that blended football fandom with the Chivas Regal brand world.

Guests entered through a branded accreditation experience before taking part in a drip walk captured by the media team. They then moved through interactive areas including the Hustle Gen Banter Wall, Hotline Booth, Heart Wall, Football Wall, merchandise corner, Portal Bar, prediction platform, and branded photo zones.

The merchandise corner connected bottle purchases with Arsenal-themed rewards, while the Portal Bar introduced guests to Chivas cocktails. A live round-table session featuring MI Abaga, Do2dtun, IBO Blonde, and selected Arsenal and Manchester City supporters added analysis, humour, and fan conversation to the viewing experience.

The Result

Approximately 250 football fans attended the event, creating an energetic atmosphere that combined live sport, entertainment, product interaction, and social content.

The merchandise shop became an important sales driver, while the roaming camera and Smile Booth enabled guests to receive and share content immediately.

The activation successfully connected Chivas Regal with a relevant football moment and created a memorable relationship between the brand, Arsenal culture, and Nigeria’s premium social audience.