Mastercard turns dream into reality for Saudi football fan

Basmah Alshnaifi with global footballers in the final match of UEFA Champions League.
Updated 11 June 2019

Mastercard turns dream into reality for Saudi football fan

Basmah Nawaf Alshnaifi, a 10-year-old girl from Saudi Arabia with a passion for football, was given the opportunity of a lifetime, to become the first female Saudi mascot at the UEFA Champions League. The unique experience was made possible for her thanks to Mastercard. 

As the official sponsor of the sporting tournament, Mastercard provided an opportunity for Alshnaifi to walk the stadium with global footballers in the final match of UEFA Champions League in Madrid. 

The payments technology company offered Saudi cardholders the chance to win a surprise ticket by using their Mastercard debit and credit cards for everyday payments.  

J.K. Khalil, general manager in Mastercard, Bahrain and Saudi Arabia, said: “At Mastercard, we are committed to offering cardholders priceless opportunities that allow them to pursue their passions. It is heartening to see such unbridled enthusiasm for football among young Saudi girls today, and we couldn’t be happier to make Basmah’s dream a reality. By innovating in the way we engage with consumers, we will continue to bring unique campaigns to the Kingdom that resonate with the people’s passions and make everyday digital payments simple, secure and rewarding.” 

Alshnaifi was given a ticket to the UEFA Champions League Final match between Tottenham and Liverpool, where she got the chance to be the mascot for football legends. 

“I never thought I would ever have such an experience in my life. I have always had the dream to play in a big stadium and today I am present in the UEFA Champions League Final as a player mascot. I want to thank Mastercard for making this happen. This is the best gift I’ve ever received and I will always remember it, thank you as well to my family and academy for supporting me,” Alshnaifi said.  

Mastercard has been a sponsor of the UEFA Champions League since 1994, and recently added two women’s football clubs, Arsenal Football Club and Olympique Lynonais to its global portfolio, sending a signal for gender equality in sports.

Twitter recognizes Pyramedia for Janadriyah campaign

Updated 16 February 2020

Twitter recognizes Pyramedia for Janadriyah campaign

Abu Dhabi-based media production company Pyramedia has been recognized by Twitter for its successful social media campaign of the Janadriyah festival held annually in Saudi Arabia.

Pyramedia was the media arm of the National Festival of Heritage and Culture in Janadriyah in 2018, managing the event’s public relations and promoting it on social media. Its work for Janadriyah has been published as a case study by Twitter on its website.

Pyramedia utilized Twitter as the main social media platform to promote the event and engage with the target audience. The campaign targeted the locals as well as others in the GCC countries.

There were 1.3 billion tweets worldwide and the Janadriyah hashtag trended in Saudi Arabia, the UAE and Egypt. Twenty-one local and international influencers participated in the trend by posting regular updates from the festival.

Pyramedia’s Twitter content reflected the extensive and diverse events, activities and exhibitors at the festival. To achieve this, a highly qualified team of photographers, graphic designers, and editors worked together to develop fresh and inspiring photos, videos and captions.

Nashwa Al-Ruwaini, CEO and board member of Pyramedia Group, said: “I have always been a fan of Twitter and I really believe it is one of the best ways to disseminate a message and create awareness for any event or brand. We witnessed spectacular success and engagement on the Twitter accounts for Janadriyah, which reflected in the number of tweets as well as in the increase of the footfall to the festival and followers. We are always working on curating the most effective social media campaigns and we are proud to impact Twitter world trends with our campaigns.”