SDI Sports are helping the Qataris make the World Cup a success and leveraging it to expand their own prospects and reputation
If Canadian soccer fans who journeyed to Doha for the World Cup found themselves feeling homesick during the first couple of weeks of the tournament, they might have dropped into an unusual pop-up restaurant in the city’s downtown to sample a taste of home – with a twist.
SDI, which boasts about 2,000 employees across Canada, the United States and Qatar, is an official agency of record for fan engagement and experiential marketing for Qatar’s Supreme Committee for Delivery and Legacy, which is overseeing the World Cup. It has been advising the Qatar Football Association for the past several years, and did a refresh of the QFA’s brand to get it ready for its big moment at the World Cup.
“I thought any country that’s got ‘sport’ in its vision is probably a good place for us to nose around,” Roedger said in a recent interview. “Then they won the World Cup, and things really took off.” The original idea that Moore proposed was to visit a small town with a mobile TV studio and offer a few activities for the locals. “SDI expanded it significantly,” he said. “It’s one of those things: You come up with a concept and you share it with a partner, and you see it come to life better than you imagined it. That’s what SDI did.”
On Nov. 1, Jaecklein explained, a raft of restrictions were put into place by FIFA as Qatar began to gird for the arrival of millions of visitors. “You have to have special vehicle-access permits, you need to go to remote search locations, all of your deliveries get sealed in, and then you have a have a police escort to the site,” she explained.
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