Riyadh, Saudi Arabia – EXEED, represented in Saudi Arabia by Arabian Heritage Motors, an Al Ghurair company and the authorized distributor of the premium automotive brand, brought together football enthusiasts and luxury lifestyle enthusiasts alike as the exclusive automotive sponsor of Riyadh’s largest Fan Zone at Laysen Valley.
Held as part of EXEED’s global “To What Comes Next” campaign, the event welcomed nearly 500 guests for an immersive football viewing experience that combined the excitement of the world’s biggest sporting spectacle with the brand’s signature blend of premium design, innovation, and hospitality.
Set against the sophisticated backdrop of Laysen Valley, one of Riyadh’s premier lifestyle destinations known for its upscale dining, retail, and entertainment offerings, the Fan Zone reflected EXEED’s vision of creating meaningful experiences beyond the road. The venue transformed into an engaging destination where football passion met premium automotive excellence.
Guests were welcomed through an immersive arrival experience featuring illuminated LED columns showcasing iconic football moments. Outside the main viewing area, live match broadcasts, a trophy-inspired light installation, and themed photo opportunities created a vibrant atmosphere, encouraging visitors to celebrate and capture memorable moments throughout the evening.
Inside the exclusive viewing lounge, attendees enjoyed a premium match-day experience complete with a cinema-sized screen, national flags, and comfortable leather seating that recreated the ambience of a luxury hospitality suite. During halftime, interactive football challenges kept excitement levels high, allowing guests to participate in engaging activities while reinforcing EXEED’s commitment to delivering experiences designed around people, innovation, and connection.
Beyond creating an unforgettable football celebration, EXEED also served as the event’s official transportation partner. Throughout the evening, the brand’s premium vehicle lineup facilitated guest transfers and on-site mobility, providing attendees with the opportunity to experience EXEED’s advanced comfort, refined craftsmanship, and intelligent technology firsthand.
The Riyadh Fan Zone forms part of EXEED’s broader global “To What Comes Next” initiative, a campaign that leverages football’s universal appeal to strengthen relationships with audiences across international markets. By connecting with fans through shared experiences, the brand continues to position itself as more than an automotive manufacturer, embracing lifestyle, community engagement, and innovation.
The event also highlighted EXEED’s expanding portfolio of premium new-energy vehicles and its long-term vision for intelligent mobility. Through a combination of luxury, cutting-edge technology, and forward-thinking design, the brand continues to redefine premium automotive experiences while strengthening its presence in Saudi Arabia’s rapidly evolving mobility landscape.
As Saudi Arabia continues to embrace world-class sporting and entertainment experiences, EXEED’s participation in Riyadh’s premier Fan Zone demonstrates the brand’s commitment to engaging local communities through memorable experiences that celebrate both innovation and passion.
