S.L. Benfica and Emirates Debut Innovative Matchday Activations Powered by CUE

Benfica and official airline sponsor Emirates introduced two new fan engagement activations during their match vs. Sporting on Friday, December 5, marking the club’s first official collaboration with CUE and demonstrating how brands and teams can deliver large-scale interactive experiences with minimal operational lift.

Throughout the match, Benfica used CUE’s Fanatic Filters to display fans on the stadium’s video board wearing augmented Emirates uniforms. The real-time effect created a new layer of in-venue entertainment while providing Emirates with dynamic, high-visibility brand integration across key moments of the game.

In addition, the club and airline unveiled a unique on-pitch activation featuring 100 individuals dressed as Emirates pilots. Fans were prompted to scan a QR code to access Trivia Mania within the CUE platform and submit their guess for which of the 100 participants was the actual Emirates pilot. Approximately 5,000 fans participated, with 1,862 correctly identifying the real pilot. As part of the entry process, fans provided basic information, enabling Emirates to identify the fastest correct submission and award an exclusive prize: a trip for two to Dubai. Check out the video here!

Because the activation happened in real time, with a high-value reward on the line, fans were highly motivated to participate—resulting in 5,000 new or updated profiles for Emirates. This created a powerful foundation for future campaigns, giving the airline meaningful first-party data tied directly to passionate Benfica supporters.

Both Benfica and Emirates expressed strong satisfaction with the activations, noting the ease of setup and the significant impact on engagement throughout the match.

This event also marks CUE’s first activation in Portugal, an important milestone for the company. “We are honored to work with such a historic and globally respected club,” said Jack Colton, International Buisness Lead, CUE. “Benfica’s legacy and Emirates’ global presence create an ideal environment for innovative fan experiences.”

Together, these activations underscore the versatility of the CUE platform. Built to adapt to creative concepts, not force teams or brands into a one-size-fits-all model, CUE makes it possible to execute distinctive, memorable, and measurable experiences with ease. The Benfica–Emirates collaboration stands as a strong example of what’s possible when ambitious ideas are paired with a flexible platform built for results.

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