London Football Tournament

Role: Art direction and design support

Challenge

PitchBook's annual client football tournament is one of the company's top hosted client events. In 2025, the tournament moved to Emirates Stadium, presenting an opportunity to create an elevated, venue-wide brand experience that matched the prestige of the location while reinforcing the PitchBook brand at every attendee touchpoint.

Approach

Our creative team began with a discovery and research phase, exploring themes inspired by both the event and the venue before developing multiple creative concepts for stakeholder review. Each direction sought to blend the energy of football and the character of Emirates Stadium with PitchBook's evolving visual language.

Once a direction was approved, we designed a cohesive environmental graphics system that considered the attendee journey from arrival to departure. Every asset was created with a clear purpose, whether guiding guests through the venue, communicating event information, reinforcing the brand, or celebrating the stadium itself.

To create a more authentic experience, we incorporated photography from previous tournaments throughout the creative. We curated imagery featuring real event participants, carefully selecting subjects to ensure equitable and accurate representation across all final deliverables.

Outcome

The final creative transformed Emirates Stadium into a fully branded event environment through a comprehensive suite of environmental graphics and digital experiences. Deliverables included stadium signage, floor decals, reception desk wraps, jumbotron content, pitch logos, locker room graphics, and supporting event collateral.

Together, these assets created a seamless and memorable client experience, elevating one of PitchBook's premier global events while demonstrating how the brand could come to life within a world-class sporting venue.