Experiential

Mubadala Citi DC Open
Brand Activation

Fitzgerald Tennis Center · Washington, DC · 2023

The Project

Five zones.
One name to learn.

Mubadala joined the Citi Open as co-title sponsor in 2023. For most of the DC tennis crowd, the name was brand new. EventPro built and installed a full brand activation tent at Fitzgerald Tennis Center, designed from the ground up to introduce Mubadala to fans who had never heard of them.

The activation ran five distinct zones inside a single tent, each with a specific job. The "MU-BA-DA-LA / How Do You Say It?" wall opened the conversation by making the unfamiliarity the hook. "SPELL IT" gave visitors a timed letter-tile game to spell the name. "DID YOU KNOW?" panels told the Mubadala story across custom-built info walls. "SERVE IT" put a radar gun on the back wall so fans could clock their own serve speed. "SHARE IT" gave everyone a photo moment with an oversized tennis ball installation and sent them out with #MeetMubadala.

EventPro fabricated all interior panels and game elements, printed and installed all graphics throughout, and laid turf flooring across the full tent footprint. The whole build was finished to Mubadala's teal, navy, and gold palette and held up through a full week of tournament traffic.

Mubadala branded activation tent exterior entrance with rope stanchions — Citi DC Open 2023, Fitzgerald Tennis Center, EventPro

EventPro crew installing branded graphic panel at Mubadala activation tent — Citi DC Open 2023, Fitzgerald Tennis Center

Serve It speed radar wall — kid serving a tennis ball at Mubadala activation, Citi DC Open 2023, EventPro

Share It branded counter with staff and tennis ball facade — Mubadala Citi DC Open activation 2023, EventPro

Did You Know branded info panel wall inside Mubadala activation tent — Citi DC Open 2023, EventPro

Visitor serving a tennis ball in front of Did You Know teal branded wall — Mubadala Citi DC Open 2023, EventPro

Corner view of Did You Know teal wall and serve activation zone — Mubadala Citi DC Open 2023, EventPro

How It Was Built

Multi-zone activation.
One week of traffic.

Brand Intro Build

Mubadala was a new name to DC tennis fans. The activation made that the feature. "How Do You Say It?" put the unfamiliarity front and center and got people to stop. Every zone that followed gave them a reason to stay and leave knowing who Mubadala is.

Interactive Game Zones

Spell It put a countdown timer on spelling Mubadala with letter tiles. Serve It let fans clock their serve speed against a radar wall. Each zone gave visitors something to do rather than something to read, and the foot traffic showed it.

Graphics and Print

Full interior wall panels, game boards, info displays, and exterior branding, all printed and installed to spec. Mubadala's teal, navy, and gold palette ran consistent across every surface in the tent. Clean output, tight registration, no issues through the week.

Built for Tournament Week

Turf flooring throughout, custom-fabricated counters, branded set dressing from entrance to exit. Tournament activations run for days under heavy foot traffic. Every panel, counter, and game element was built to hold up, and it did.

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Mubadala Citi DC OpenBrand Activation

Five zones.One name to learn.

Multi-zone activation.One week of traffic.

Explore more projects.

Every event is a build.Let's start yours.

Mubadala Citi DC Open
Brand Activation

Five zones.
One name to learn.

Multi-zone activation.
One week of traffic.

Every event is a build.
Let's start yours.