A New Era of Sport, Culture, and Digital Engagement
MAIDAN EVENINGS: THE STRATEGIC MANDATE
About Maidan Evenings
From a Race to a Cultural Phenomenon
Transforming the Riyadh Racing Season and The Saudi Cup
From
A traditional, expert-only sporting event.
To
Riyadh's premier "Third Place" - a 7-week cultural destination where Heritage Meets Future.
The Innovation Engine
A vision-led partnership
JCSA Heritage & Private Sector Innovation Event
The Ecosystem
Fan Games, National Festivals & Innovation Technology
The Narrative
A 7-week journey of Saudi History, Vision 2030, And Sporting Glory.
Why Partner With Us?
Proximity to Leadership
An Event with the consistent, personal presence of HRH The Crown Prince.
National Enablers
We seek partners & enablers of National Goals
Engagement Flexibility
Align with the pillar matching your brand values & many fan engagements
Introduction to Maidan Evenings
Partner with Saudi Arabia's premier cultural destination for a 7-week season finale that transforms world-class horse racing into a must-attend experience. This event celebrates Saudi heritage, activates Vision 2030, and creates lasting community bonds.
Maidan Evenings represents an unprecedented collaboration between Saudi Arabia's private sector innovation and government-backed sporting excellence.
J Event: The Engine Behind the Experience
J Event stands as a testament to the success of Vision 2030. Born from the GEA Accelerator program, we have rapidly evolved into a leading Saudi company with a track record of delivering excellence in high-stakes environments, including The Saudi Cup and the Esports World Cup (EWC).
We have a proven Technological Edge with our proven Tech approach like our Global leader in event automation technology "Eventify," and our multiple advanced proprietaries of automation solution, to modernize operations and elevate every event experience.
JCSA: The Royal Standard & Heritage Guardian
The Jockey Club of Saudi Arabia serves as the gatekeeper of the Kingdom's equestrian heritage. It is a government entity charged with a Royal mandate to build a world-class horse racing industry that impacts the country's sporting, cultural, and economic sectors.
JCSA is charged with an ambitious mandate to build a world-class horse racing industry that delivers positive impact across multiple sectors.
The Transformation Goal
From Event to Ecosystem
Maidan Evenings represents a fundamental shift in how we engage audiences, evolving the Riyadh Racing Season (RRS) from a traditional sporting event into Saudi Arabia's premier "Third Place".
From "Movie" to "Series"
Not a one-off event. Engineering a 7-week cultural movement that defines Riyadh's winter calendar.
From "Spectator" to "Participant"
Through gamification, fans stop watching and start playing, voting, and predicting.
From "Venue" to "Hub"
A destination for families and youth to gather, forging community bonds beyond home and work.
Brand Identity & Philosophy
While "Riyadh Racing Season" and "The Saudi Cup" remain the technical and administrative titles for the sporting competition, "Maidan Evenings" is the consumer-facing lifestyle brand – a vibrant platform designed to captivate and engage a broader audience.
حِنّا هَل العوجا... عِزُّنا خَيْل ... وهِمَّتُنا رُؤية
Where Heritage Meets Future
This slogan encapsulates our core mission: honoring 100 years of equestrian legacy while enthusiastically embracing the innovation and ambition of Vision 2030, creating a truly unique blend of past and future.
Our Core Assets: Unrivalled Value & Scale
Our project rests on three pillars that combine massive government investment, Royal patronage, and global attraction. These assets provide the foundation for the Maidan Evenings transformation.
Global Supremacy
The Scale of Investment
Unrivalled Value & Scale
  • The Grand Finale (The Saudi Cup): World's richest race ($38M USD - 142M SAR Prize Pool), with global broadcast , and elite international participation.
  • The Championship Series - Riyadh Racing Finals : 6 weekends finals, 18 days, 216 races ($14M USD - 52M SAR Prize Pool). Features Royal-named races honoring Saudi leaders and history.
  • King Abdulaziz Racecourse: World-class venue with premium zones (Al Thuraya Suites, Royal Quarter, Cultural Village) blending luxury, heritage, and tech
A LEGACY OF KINGS & ROYAL CONNECTION
Maidan Evenings is deeply woven into the fabric of Saudi heritage, marked by an unwavering royal presence and a legacy that honors the Kingdom's history.
HRH The Crown Prince
The event is consistently graced by the personal presence of HRH The Crown Prince at the Grand Finale, signifying its national importance.
A Legacy of Kings
The Riyadh Racing Season serves as a traditional gathering place for the Kingdom's leadership, where sons of Kings and senior Princes honor the Founder's sport.
Royal Protocol Custodian
More than just a sporting calendar, it upholds Royal Protocol, celebrating the unbroken continuity of the Kingdom's history within the prestigious Royal Box.
The Narrative Strategy: Three Pillars
We tell a continuous story aligned with Saudi identity to ensure diverse audience entry points and create a deeply resonant experience for all attendees.
The Root:
Honoring Saudi History
Transform abstract historical periods (First, Second, and Third Saudi States) into tangible, immersive experiences that celebrate the Kingdom's profound past.
The Soul:
Equestrian Heritage
Restore the Arabian horse to its iconic status, symbolizing Saudi nobility, grace, and excellence, connecting modern urban Saudis to their inherent cultural DNA.
The Future:
Building Vision 2030
Make Vision 2030 personal and relatable for the "Vision Generation" (children born post-April 2016) through engaging experiences of national transformation and progress.
Government Alignment
A Flagship Enabler for National Goals
Maidan Evenings is designed not just as an event, but as a flagship enabler across multiple strategic national objectives & Quality of Life Program.
Youth Development
Educational content delivering history, Vision 2030 and heritage through storytelling and trivia. Focus on "The Vision Generation"—youth born April 25, 2016.
Arts Promotion
Hosting digital art competitions, heritage exhibitions, and creative awards to stimulate the cultural economy.
Esports Growth
"Road to SC26" digital championship held simultaneously with The Saudi Cup, broadcast live with Crown Prince attendance,
Tourism Development
Creating a premier international-standard leisure destination for families, benchmarking against global festivals.
The Operational Model: Three Distinct Layers
To effectively manage the complexity and diverse offerings of Maidan Evenings, the season operates on three distinct, interconnected levels, each playing a crucial role in delivering a comprehensive and engaging experience.
Layer 1: Always-On (The Foundation)
This foundational layer focuses on weekly games and activities designed to build consistent engagement, foster habits, and drive frequent interaction with the Maidan Evenings platform.
  • Key Assets: Nomination Game, Puzzle Wall, Digital Art Competitions.
Layer 2: Thematic Festivals (The Peaks)
These dedicated celebration weeks serve as the event's high points, engineered to generate peak attention, attract significant media coverage, and create memorable, immersive experiences around specific themes.
  • Key Assets: Saudi History Festival, Vision 2030 Festival, Championship Night.
Layer 3: The Innovation Layer (The Glue)
This innovation layer acts as the cohesive force, seamlessly connecting physical events with digital objectives and enhancing the overall participant journey through cutting-edge technology and membership benefits.
  • Key Assets: Maidan Wallet (Fintech), Maidan Pass (Membership), Director Mode (Tech Platform).
Shifting the Paradigm: An Active Entertainment Ecosystem
We are transforming the traditional sporting event into a dynamic active entertainment ecosystem. This evolution is built upon three interconnected pillars that move beyond mere observation to active participation and immersive experiences:
Gamification
Integrating interactive challenges, prediction games, and reward systems across all event aspects. This drives continuous participation, heightens the competitive spirit, and deepens fan engagement, converting spectators into active players.
Immersive Festivals
Extending beyond the core sport, we create vibrant cultural, historical, and futuristic festivals. These offer diverse entertainment, attracting broader audiences and providing rich, multi-sensory experiences that transform the event into a destination.
Cutting-Edge Innovation
Leveraging advanced technology and creative solutions in digital platforms, interactive experiences, and content delivery. This provides unparalleled fan journeys and unlocks new forms of engagement, ensuring a future-forward event experience.
The Architectural Principles
Logical Integration
Not forced connections. We identify natural alignments between racing, history, and Vision 2030—then amplify them.
Win-Win-Win Partnerships
Every activation delivers value for sponsors, fans, AND government goals simultaneously.
Engagement Diversity
Multiple entry points ensure we capture diverse demographics—from gamers and children to VIPs and history buffs.
Deep Dive: The Strategic 7-Week Sprint
Each week of Maidan Evenings builds excitement and tells a compelling story, combining history, vision, and thrilling competition.
Week 11:
Saudi History Festival
(Dec 25-27)
Celebrates early Saudi history with races honoring Imams Mohammed Bin Saud and Turki bin Abdullah
Week 12:
Vision 2030 & Youth Festival
(Jan 01-03)
A New Year festival celebrating Vision 2030 aspirations, focusing on youth and families.
Week 13:
Games Festival
(Jan 08-10)
A mid-season energy boost with rewards and an Esports Night to maintain high engagement.
Week 14:
King Abdulaziz Festival
(Jan 15-17)
A historically week honoring King Abdulaziz on his birth day and the Capture of Masmak anniversary
Week 15:
Pledge of Allegiance Festival
(Jan 22-24)
the Pledge of Allegiance and King Salman’s accession anniversary
Week 16:
Champion Night Festival
(Jan 29-31)
A black-tie Gala celebrating the "Horse of the Year" and honoring top Saudi talent before The Saudi Cup.
Week 17:
The Saudi Cup
(Feb 13-14)
The season's climax: the world's richest race with global attention and Royal attendance.
MAIDAN EVENINGS: Gamified Ecosystem Overview
Our mission is a hybrid engagement strategy, driving essential venue traffic (Physical) and achieving mass-scale retention (Digital). The Total Prize Pool is a substantial 5,965,000 SAR, designed to ignite participation and reward engagement across all activations.
Attendance Activations
Budget: 3,378,000 SAR
Primary Goal: Drive early arrival, extend dwell time, and create an immersive festival atmosphere at the venue.
  • The Unplaced Horses (500k SAR): Keeps owners engaged after losses.
  • Champion Night Awards (600k SAR): The "Oscars" of the racing season.
  • Heritage Attire (300k SAR): Cultural costume competitions during Weeks 11, 14, and 17.
  • Venue Drivers: Puzzle Wall (240k), Winner Stable Game (220k), and Vision Gaming Zones (30k).
Online Activations
Budget: 2,587,000 SAR
Primary Goal: Maximize data acquisition, ensure daily user retention, and achieve viral reach across digital platforms.
  • The Nomination Game (1.2M SAR): The core season-long prediction engine.
  • Esports Academy (926k SAR): "Road to SC26" tournament & Grand Final.
  • Content & Creative: Storytelling (180k), Digital Wall of Art (180k), Social Share (64k).
  • Engagement: Wheels of Luck (440k) and Influencer Teams Challenge (300k).
The Commercial & Component Systems
Drive Business, Not Just Impressions
Maidan Pass Memberships
Stickiness and direct value-add through premium tiers
Golden Votes & Micropayments
Fan interaction and digital transactions
Premium Family Areas
Fun & Play Zone for targeted activation
Maidan Wallet
Fintech core enabling the entire ecosystem
Maidan Podcasting with Director Mode
The Innovation Layer
Transforming passive viewing into active control.
Director Mode
Fans switch live feeds between Main, Drone, Finish Line, and "Stables Cam" for personalized viewing experiences.
Live Podcast Channels
Alternative audio tracks including "The Insider Track" (Stats) and "Influencer Watch-Along" for diverse commentary.
Interactive Overlays
Live odds, heart rates, and Nomination Game leaderboards displayed in real-time for enhanced engagement.
Strategic Integration Across Components
A Fully Connected Ecosystem
Seamless data sharing and journey mapping between physical, digital, and media platforms.
Games Summary
Core Engagement Portfolio
Nomination Game
Prediction & strategy for every race (Attendance & Online)
Children's Storytelling Challenge
Educational UGC video competition
Digital Wall of Art
Visual arts competition displayed on-site
Puzzle Wall Challenge
Collaborative physical activation in the Festival Zone
"Road to SC26" Esport Academy
From casual play to Grand Final championship
Winners Podium Games
Interactive prize reveals for stables and owners
Influencers Teams Challenge
Community "Stables" driving viral social competition
The Nomination Game
Concept: A prediction game where fans forecast winners across all 233 races. Features tiered scoring for attendance versus remote play.
Three Player Paths:
Attendance Fans
Present (ticket scan required)
Online Fans (Free)
Remote play via app
Online Attendees (Paid)
"Expert Racecard" Owners (20 SAR)
Tie-Breakers:
Random draw for daily/weekly; Skill-based (most 1st place wins) for Season.
1.2M
Total Prize Pool (SAR)
100K
Season Grand Prize (SAR)
233
Races
"Road to SC26" Esport Academy
Concept: A hybrid esports season featuring the custom "Road to SC26" racing game, culminating in a live Grand Final.
Daily Challenge:
Casual play on-site for instant 50 SAR rewards
Weekly Tournament:
Friday competitive play for serious gamers
Grand Final:
Top 14 qualifiers compete live at The Saudi Cup
Total Prize Pool: 876,000 SAR | 1st Place Grand Final: 300,000 SAR
The Influencers Teams Challenge
Concept: A social meta-game where influencers and entities (Brands/Clubs) act as "Stable Owners," recruiting fans to their teams.
Mechanics:
  • Recruitment: Fans download the app and enter a Team Code (e.g., "Team Al Hilal")
  • Scoring: Every fan action (voting, playing, attending) earns points for their team
Prize Structure (Total Pool: 150,000 SAR):
  • Team Cash: 100,000 SAR shared by winning teams
  • Charity: 50,000 SAR donated to winning team's chosen charity
  • Fan Rewards: Top contributors win VIP Saudi Cup experiences
The Winners Podium Games
Concept: Three activations transforming the podium into a game center for staff, owners, and kids.
The Winner Stable Game
Mechanic: Winning stable staff open one of 12 mystery boxes revealing cash and a sponsor logo segment.
Prize: 200,000 SAR total (10,000 SAR daily pool)
The Unplaced Horses
Mechanic: A draw for owners of horses that did not place, ensuring broad industry support.
Prize: 510,000 SAR total (Weekly pools up to 120,000 SAR)
Maidan Wheels of Luck
Concept: Daily digital prize draws to drive app retention and database growth.
Draw 1: Vision Generation
Exclusive to children born on/after April 25, 2016
Prize: 60,000 SAR total
Draw 2: App Active Users
For all engaged users. Features "The Wheel Say" theatrical reveal where a spin determines if 1 winner takes all or 50 winners split the pot
Prize: 100,000 SAR total
Our Sponsorship Philosophy
Grounded in Global Best Practices
We don't just offer exposure—we deliver true partnership, based on the latest international marketing science and sponsorship strategy:
Sponsorship-Linked Marketing (SLM)
Modern sponsorships demand active experiences, not just logo placement. Our activation-rich model is inspired by Cornwell's SLM theory: "Audience engagement, not visibility, is the currency of brand loyalty and measurable impact."
Multi-Touchpoint Brand Journey
Strategically integrated touchpoints—digital, onsite, broadcast—(Schmitt & Pine) drive emotional and lasting connections, aligning with where fans are today and tomorrow.
Brand Fit as Value Multiplier
Our customizable ecosystem ensures every sponsor is a natural fit—delivering authenticity and creating stories that audiences remember (Aaker's Brand Fit Model).
Title Partners
Premier Partnership Opportunities
These are the pinnacle of collaboration, offering unparalleled visibility and deep integration into the Maidan Nights 10-Week Season. Secure exclusive naming rights to stand at the forefront of this iconic cultural event.
The Thrill Partner
Racing Adrenaline & Prediction
This partnership is designed to amplify the excitement of Maidan Evenings by integrating a brand directly into the heart of our gamified racing experience.
Nomination Game Naming Rights
Your brand gains naming rights to the season's #1 prediction app, placing you at the forefront of fan engagement.
"The Thrill Week"
(Week 13)
Week 13 is named after your brand, featuring double points for the Nomination Game during this mid-season peak.
"Fans' Favorite" Award
Sponsor the award for the horse receiving the most fan votes/points within the app, celebrating fan interaction.
Presented Races
Three races during Thrill Week (Week 13) will be "Presented by [BRAND]", each with elevated production value.
Season Grand Prize
The top predictor in the Nomination Game wins a 100,000 SAR Grand Prize, reinforcing your brand's association with success.
Total Fan Prizes
A substantial 1,251,000 SAR in total fan prizes, including the Nomination Game pool and bonus incentives during Thrill Week.
More Info with Data Explain
The Children's Storytelling Challenge
Concept: Weekly educational UGC competition where children retell stories about Horse Racing, Saudi History, or Vision 2030.
Watch
Kids view 3 informative videos released weekly
Create
Record a video retelling the story
Vote
Community votes via app determine winners
180K
Total Prize Pool (SAR)
22.5K
Regular Weekly Prize (SAR)
45K
Saudi Cup Week (SAR)
Pool doubles
The Digital Wall of Art
Concept: Visual arts competition where fans submit digital art, painting, or photography based on weekly themes (e.g., GCC Night, Vision 2030).
Mechanics:
  • Display: Approved entries shown on physical LED wall in Festival Zone and in-app digital gallery
  • Selection: Winners determined by community app votes
Weekly Prize Structure (Total Pool: 180,000 SAR):
  • All Weeks: 22,500 SAR distributed to Top 3 (1st Place: 10,000 SAR)
  • Saudi Cup: Pool doubles to 45,000 SAR (1st Place: 20,000 SAR)
The Puzzle Wall Challenge
Concept: A collaborative physical activation in the Festival Zone where 100 fans daily build a large-scale themed image.
Participation
Fans place one numbered piece on the wall
Sponsor Reveal
Completed image reveals sponsor logo or campaign visual
Early Bird Incentive
Guaranteed cash for first 100 participants to drive early arrival
240K
Total Prize Pool (SAR)
50
Instant Cash (SAR)
First 100 fans daily
5
Daily Raffle Winners
1,000 SAR each
THE THRILL PARTNER PACKAGE
Concept: "The Pulse of the Race." High-volume engagement predicting winners.
Total Prize Contribution: SAR 1,251,000
THE NOMINATION GAME
  • Type: Hybrid (App + Attendance)
  • Frequency: Every Race (Season-Long)
  • Prize Pool: SAR 1,201,000
Mechanics:
  • Players predict the winner for every race of the season.
  • Attendance Tier: On-site players get double points/prizes.
  • Online Tier: Remote players compete for a separate leaderboard.
  • Paid Tier: "Expert Racecard" buyers get enhanced scoring.
  • Special Weeks: Huge prize multipliers during "Sponsor Week" (282k) and "Saudi Cup Week" (144k).
AWARD: THE "FAN'S FAVORITE"
  • Type: Season Award (Voting)
  • Prize Pool: SAR 50,000
Mechanics:
Fans vote for the horse that earned them the most points during the season, celebrating fan engagement and loyalty.