EMIRATES DUBAI 7S
Repositioned the event as the most vibrant sports and entertainment festival in the Middle East.
200K+
attendees
30+
PERFORMERS BOOKED
[BRIEF]
The Emirates Dubai 7s wanted to evolve from being seen as purely a rugby tournament into a festival that fused sport, music, and culture - capable of drawing younger, more diverse audiences while still engaging its loyal fan base.
[RESPONSE]
As the music partner for two years, Visceral created a full music strategy: building IP across three live music stages (including the launch of a main stage), booking international headliners like Disclosure, Gorgon City, Craig David and The Cuban Brothers alongside regional talent, curating playlists, and overseeing all roaming entertainment. Our team managed logistics, stage managers, and liaisons, ensuring seamless delivery across the entire festival.
“Visceral Studios supported the Emirates Dubai 7's as we evolved the festival from its historic position as a large-scale participation sports festival to where it now sits as the most vibrant and diverse Sports & Entertainment festival in the Middle East, with Visceral Studio’s music strategy sitting right at the very heart of it.”
– GM/Tournament Director, Emirates Dubai 7s
