Saudi Cup

Story

The Saudi Cup is one of the most prestigious horse racing events in the world, gathering horses, jockeys and guests from every continent at the King Abdulaziz Racecourse in Riyadh for a weekend that is as much a cultural celebration as a sporting one. Beyond the track, the event unfolds across an entire village of hospitality, entertainment and brand activations, with a programme of activities running from the opening evening to the final race.

As Creative Lead with Bonafide, I shaped the creative direction of the weekend as a whole: the overarching concept and narrative, the visual and experiential language of the venue, and the sequence of moments that carried guests from one activity to the next. Working alongside the production and client teams, I made sure that every element — from the stage and race-day ceremonies to the spaces in between — spoke with one voice, and that a complex, large-scale event felt coherent, effortless and memorable for the people attending.