AB InBev challenged Octagon to deliver a hospitality program of the future, reinventing the traditional hospitality model employed since 1986. This time we revolutionized the norms. After 3 years of planning, we executed the tournament’s largest and most complex hospitality program experienced by over 2,000 guests from 51 countries, representing 26 brands, across 9 host cities at 33 matches. Principally, the programming was integrated and cohesive across all other Budweiser activations in Russia, accommodated at the legendary Bud Hotel alongside access to Bud Club and Bud Boat. Feedback from guests, influencers, employees right up to CEO was incredible.
