The Unity Pitch was concepted by Saatchi & Saatchi aspart of the FIFA Women’s World Cup’s community engagement strategy. Spur was integral to the production and ongoing activation of the asset in New Zealand.

The 25m x 15m Unity Pitch was set up for 4–5 days at a time in each host city, leading up to the tournament. From high foot traffic sites in the Auckland and WellingtonCBD’s to a picturesque lake-side location in Hamilton, the Unity Pitch became a symbol of FWWC23 with thousands of Kiwis enjoying a game of football with friends or colleagues.

As well as managing all operational aspects, and running things on-the-ground, Spur worked with host city councils to help establish the programming in each location. The use-cases were diverse, ranging from wheelchair football demonstrations to large scale grass-roots tournaments.

The Unity Pitch was hugely successful in terms of both reach and engagement, and the (national and regional) media coverage it generated. It was exceptionally popular for 3 weeks at the FIFA Fan Festival and has since been relocated to a final, legacy location at an Auckland community facility.

Our scope of services included:

  • Project management
  • Operations and logistics
  • Health & safety planning
  • On-site event management
  • Promotional staffing
  • Design of brand assets

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