"Legends of the Game"
When Football Meets the Moment
DISCLAIMER & COMMERCIAL ASSUMPTIONS
IMPORTANT DISCLAIMER, COMMERCIAL ASSUMPTIONS & IP NOTICE
The concept was presented to VEGA Live Entertainment by the South Asia Creations
This proposal has been prepared by VEGA Live Entertainment based on current market intelligence, industry benchmarks, and preliminary feasibility assessments applicable to large-scale international sports and entertainment events.
DISCLAIMER & COMMERCIAL ASSUMPTIONS
IMPORTANT DISCLAIMER, COMMERCIAL ASSUMPTIONS & IP NOTICE
Intellectual Property & Confidentiality
This proposal, including all concepts, structures, budgets, strategies, and creative elements contained herein, constitutes the intellectual property of VEGA Live Entertainment.
Unauthorized use, reproduction, distribution, disclosure, or sharing of this document, in whole or in part, without prior written consent from VEGA Live Entertainment is strictly prohibited and may result in legal action and associated consequences.
International Legends Soccer & Entertainment Festival 2026
The South Asia Association in association with VEGA presents a groundbreaking five-day sports and entertainment property that brings together the global appeal of football legends with premium live entertainment, hospitality, and fan experiences, tailored specifically for the Saudi Arabia's multicultural audience.
This isn't just a tournament, it's a world-class festival designed to position the host city as a regional hub for international sports tourism, live entertainment, and global brand engagement.
Our Vision
The International Legends Soccer & Entertainment Festival in Riyadh, Saudi Arabia, is envisioned as a scalable, repeatable annual festival that creates a world-class, multi-day sports and entertainment property. It brings together the global appeal of football legends with premium live entertainment, hospitality, and fan experiences, tailored specifically for Saudi Arabia's multicultural audience.
This event is a cornerstone in positioning Riyadh as a global hub for international sports tourism, live entertainment, and global brand engagement. It directly aligns with Saudi Vision 2030 and the Quality of Life Program, supporting the Kingdom's ambition to become a leading global entertainment destination and transforming Riyadh into a world-class city for sports and entertainment. Designed not as a one-off tournament, but as an annual flagship property, it will grow in scale, visibility, and commercial value year after year.
Three Core Pillars
Football Heritage
High-energy exhibition matches featuring retired international football legends in a fast-paced 7-a-side format designed for fan engagement and broadcast appeal.
Entertainment Elevation
Daily post-match headline performances by internationally recognised artists, carefully curated to appeal to diverse age groups and nationalities.
Premium Fan Experience
Immersive fan zones, sponsor activations, and tiered hospitality offerings serving both mass audiences and premium buyers.
Why This Concept Works
Market Realities
  • Saudi audiences, particularly the young demographic, seek immersive experiences and world-class entertainment.
  • Sponsors align with Vision 2030 goals, demanding measurable engagement and association with premium, world-class entertainment experiences.
  • Cities benefit from tourism-driven, repeatable event IPs
  • Fans value football authenticity combined with global entertainment appeal
Strategic Positioning
A five-day international football tournament featuring global legends, elevated with world-class entertainment, premium hospitality, and immersive fan experiences, designed for Saudi Arabia's diverse audience and global tourism market, in alignment with Saudi Vision 2030 and the Kingdom's entertainment sector transformation.
This positioning reflects respect for the sport, global cultural relevance, and Riyadh's emergence as a premier global entertainment destination, leveraging the Kingdom's growing sports and entertainment infrastructure and supporting the Quality of Life Program.
Long-Term Vision
This festival is strategically designed for evolution, first establishing Riyadh as a recognized regional flagship sports-entertainment IP. The vision includes expanding to other major Saudi cities like Jeddah and Dammam, followed by broader GCC markets, thereby creating a robust platform for future editions. Ultimately, it aims to become a preferred property for long-term sponsor partnerships, aligning directly with Saudi Vision 2030's long-term entertainment and tourism goals. With strategic execution, the event will grow year-on-year in scale, visibility, and commercial value.
Event Overview
5
Days
Full festival duration
8
Teams
International legends squads
15
Matches
Total tournament games
7
Players
Per team (7-a-side format)
Tournament Format
Fast-Paced & Fan-Friendly
The tournament features 8 international teams including the Host Nation plus 7 global football nations. All matches use a 7-a-side exhibition format designed for maximum fan engagement and broadcast appeal.
Former international players and legends compete in 15 total matches: 12 league matches, 2 semi-finals, and 1 grand final.
Match Timing Structure
League Matches
15-minute halves
10-minute recess
Fast-paced action
Semi-Finals
20-minute halves
10-minute recess
Increased intensity
Grand Final
25-minute halves
20-minute recess
Championship spectacle
Riyadh Stadium Strategy
The festival employs a strategic two-stadium approach within Riyadh, utilizing premier venues like Kingdom Arena, Riyadh or Al Awwal Park Stadium, Riyadh. This dual-venue strategy maximizes local geographic reach and audience accessibility, while also aligning with Saudi Vision 2030 and the Kingdom's ambitious entertainment transformation goals. It further ensures operational flexibility and enhances the city's event infrastructure, contributing to the development of a vibrant society.
Daily Event Rhythm
Each day follows the same rhythm to build habit and predictability for audiences and sponsors. This consistent structure ensures operational excellence while maximizing commercial opportunities and fan satisfaction.
Phase 1: Pre-Match Experience
Fan Park Activation
Gates open early to welcome fans into an immersive pre-match environment. Sponsor zones activate with interactive experiences, food and beverage service begins, and light entertainment featuring MC and DJ sets the energy.
Player arrival content is captured for social media amplification, building anticipation for the matches ahead.
Phase 2: Match Window
Football remains the hero during this phase. Matches proceed with minimal interruption, preserving the sporting integrity and fan focus. Precision halftime engagement is limited to 3-4 minutes, ensuring the game stays center stage.
This approach respects the sport while maintaining broadcast quality and audience engagement throughout the match experience.
Phase 3: Transition & Dine Time
Strategic Reset Period
A 1 to 1.5 hour window allows for stadium reset and stage preparation. This is peak time for premium dining and hospitality experiences.
The stage is prepared silently and covered, maintaining the surprise element for the concert while allowing F&B operations to maximize revenue during this high-value period.
Phase 4: Post-Match Concert
One international artist performs each day in a 45-75 minute set designed specifically for stadium acoustics and crowd flow. The concert is positioned as the "reward" after football, creating a complete entertainment experience.
Production is optimized for broadcast quality with controlled lighting and sound, ensuring both in-stadium and viewing audiences receive a premium experience.
Entertainment Strategy
Interim Entertainment
Local dance crews, neon fusion performances, youth academies, and sponsor-branded showcases maintain energy with zero artist-fee exposure.
Headline Acts
Five international artists, one per day, positioned as the reward after football. Each performance is carefully curated for cultural appeal.
Production Philosophy
Core Principles
We retain high-impact visuals, ceremonial feel, and controlled spectacle while upgrading for the Saudi Arabia market with artist-led production, broadcast-friendly lighting and pacing, and premium finishing.
The approach avoids over-theatrical elements or laser-only dependency, focusing instead on sophisticated production values that enhance rather than overshadow the sporting and musical performances.
Saudi-Optimized
Production is meticulously designed to align with Saudi Vision 2030's commitment to world-class entertainment, meeting the Kingdom's high expectations for premium quality. It reflects Riyadh's emergence as a global entertainment hub, drawing inspiration from major international events recently hosted in Saudi Arabia, and underscores our dedication to delivering international-standard experiences tailored for the local audience and broadcast requirements.
Standard Daily Timeline
Days 2, 3, and 4 follow a repeatable structure designed for operational excellence, security efficiency, and commercial optimization. This consistency ensures smooth execution while maximizing F&B revenue, sponsor activation time, and broadcast quality.
13:30 - 15:00: Pre-Opening
01
Technical Readiness
Venue technical checks complete, sponsor zones and fan park activated
02
Security Alignment
Security dry run and access control alignment completed
03
Hospitality Prep
Hospitality lounges stocked and staffed, media check-in opens
15:00: Gates Open
Fan Arrival
General Admission, Premium, and Hospitality gates open with cashless and QR ticket validation. DJ and MC create ambience in the fan park as food and beverage counters go live.
This marks the beginning of the fan experience, setting the tone for the entire event day.
15:00 - 16:30: Fan Engagement Zone
Sponsor Activations
Interactive brand experiences
Skill Challenges
5-a-side competitions
Freestyle Football
Professional demonstrations
Photo Zones
Branded social moments
16:30 - 17:15: Community Performances
Cultural Showcase
  • Neon dance and fusion acts
  • Drone shows
  • Youth academy showcases
  • Cultural group performances
  • Laser shows
These interim performances maintain energy while celebrating local talent and cultural diversity.
17:15 - 17:45: Match Warm-Up
Teams enter the stadium as warm-up music builds anticipation. Crowd engagement via screens includes sponsor shout-outs and contests. Security locks the inner bowl by the end of this window, ensuring smooth transition to match time.
18:00 - 19:30: Football Matches
Match Schedule
Match 1: 18:00 - 18:40
Reset: 10 minutes
Match 2: 18:50 - 19:30
Each match includes a 3-4 minute precision halftime entertainment with LED wristband moments. No stage usage during matches—football remains the hero throughout this window.
19:30 - 20:45: Dine Time & Stadium Reset
F&B Peak
Spectators move to food zones, hospitality lounges peak service
Stage Build
Stage construction begins with lighting, audio, LED checks
Soundcheck
Artist soundcheck ensures perfect concert delivery
20:45 - 21:00: Concert Pre-Show
Building Anticipation
DJ and MC energiser set builds excitement with crowd countdown and visual teasers on LED screens. Sponsor integration moments are woven seamlessly into the pre-show experience.
This 15-minute window transitions the audience from dining mode to concert energy.
21:00 - 22:15: Headline Performance
The 60-75 minute international artist set features full stadium production mode with broadcast-friendly lighting and controlled pyrotechnics (subject to permits). This is the pinnacle moment of each day, delivering world-class entertainment that justifies the premium ticket pricing.
22:15 - 22:30: Encore & Closing
Memorable Finale
Artist farewell is followed by event branding visuals and a teaser for the next day. A sponsor thank-you montage acknowledges partners while maintaining the celebratory atmosphere.
This closing moment leaves audiences excited to return for the next day's experience.
22:30 - 23:30: Controlled Exit
1
Phased Exit
Exit by seating zones with transport coordination
2
Fan Park Close
Soft close of fan zones and sponsor areas
3
Media Wrap
Media wrap-ups and content capture
4
Overnight Reset
Venue reset begins for next day
Day 1: Grand Opening
Day 1 follows the standard structure with three major upgrades: an opening ceremony from 17:30-17:55 featuring parade of nations, trophy reveal, tournament anthem, light visual spectacle, laser show, drone show, fireworks, and official opening declaration.
The Day 1 artist has broad cross-cultural appeal with a slightly longer set of 75-90 minutes, setting the tone for the entire festival.
Opening Ceremony Elements
Parade of Nations
All 8 teams enter with flags and fanfare
Trophy Reveal
Championship trophy unveiled to crowd
Tournament Anthem
Official song performed live
Visual Spectacle
Laser show, drone show, and fireworks
Official Declaration
Tournament officially opened by dignitaries
Day 5: Grand Finale
Championship Day
The final match block runs from 18:00-19:30 with extended format and camera-first execution. Trophy and awards staging preparation occurs during the match.
Trophy ceremony from 19:30-19:50 includes awards, medals, champion moment, and confetti visual highlights.
Finale Concert Experience
The finale concert from 20:30-22:00 features the strongest or most iconic artist in an emotional, celebratory set. Event legacy visuals play throughout, with an announcement of future editions building anticipation for the next year's festival.
Artist Line-Up Overview
5
Headline Artists
5
Total Performers
Future Growth Potential
Scalable Model with Saudi Anchor
Our festival's proven format demonstrates significant potential for strategic expansion. Riyadh serves as the flagship location, firmly establishing Saudi Arabia as the anchor market and a strong foundation for growth. We envision scaling first to other key Saudi cities, including Jeddah, Dammam, and the futuristic NEOM, leveraging the Kingdom's rapidly developing entertainment infrastructure. Year two could introduce additional teams, extended days, or parallel events within this framework.
Following successful expansion within Saudi Arabia, the model is adaptable for broader GCC markets. This scalable approach, combined with potential for franchise opportunities, licensing deals, and investment in permanent festival infrastructure, positions this venture as a long-term, high-growth property.
Why This Will Succeed in Saudi Arabia
Vision 2030 Alignment
Perfectly aligned with Saudi Arabia's Vision 2030 goals for entertainment and tourism, supported by strong government initiatives and a vibrant young demographic.
Robust Local Partnerships
Leveraging direct government support and strategic collaborations with proven Saudi venues, artists, and sponsors to ensure broad impact.
Scalable Growth Model
The festival's repeatable format is ideal for rapid expansion across the Kingdom, capitalizing on the growing entertainment infrastructure in Riyadh and other cities.
World-Class Ambition
Complements Saudi Arabia's ambition to host premier global events, attracting international tourists and media attention on a grand scale.
Join Us for Legends of the Game
When Football Meets the Moment
The International Legends Soccer & Entertainment Festival 2026 represents a new era in sports entertainment. Five days of world-class football, international music stars, and unforgettable experiences await.
Get Tickets Now
DISCLAIMER & COMMERCIAL ASSUMPTIONS
IMPORTANT DISCLAIMER, COMMERCIAL ASSUMPTIONS & IP NOTICE
Intellectual Property & Confidentiality
This proposal, including all concepts, structures, budgets, strategies, and creative elements contained herein, constitutes the intellectual property of VEGA Live Entertainment.
Unauthorized use, reproduction, distribution, disclosure, or sharing of this document, in whole or in part, without prior written consent from VEGA Live Entertainment is strictly prohibited and may result in legal action and associated consequences.
DISCLAIMER & COMMERCIAL ASSUMPTIONS
IMPORTANT DISCLAIMER, COMMERCIAL ASSUMPTIONS & IP NOTICE
Legends of the Game – Football & Entertainment Festival - Proposed by South Asian Association.
This proposal has been prepared by VEGA Live Entertainment based on current market intelligence, industry benchmarks, and preliminary feasibility assessments applicable to large-scale international sports and entertainment events.
"Legends of the Game"
When Football Meets the Moment
We appreciate your time and interest. We are ready to discuss next steps and answer any questions you may have.
South Asia Creations
inquired about the artist requirement with
VEGA Live Entertainment
DISCLAIMER & COMMERCIAL ASSUMPTIONS
IMPORTANT DISCLAIMER, COMMERCIAL ASSUMPTIONS & IP NOTICE
Intellectual Property & Confidentiality
This proposal, including all concepts, structures, budgets, strategies, and creative elements contained herein, constitutes the intellectual property of VEGA Live Entertainment.
Unauthorized use, reproduction, distribution, disclosure, or sharing of this document, in whole or in part, without prior written consent from VEGA Live Entertainment is strictly prohibited and may result in legal action and associated consequences.
ARTIST # RIHANNA
Cost Component (USD)
Artist Guarantee
$9,500,000
Overhead Cost Components (USD)
Touring Personnel
$1,745,600
Per Diems
$436,000
Freight & Logistics (wardrobe/backline)
$872,800
Tour Ops / Admin
(tour-side coordination)
$436,000
TDS
$1,913,600
Promoter Contingency
$1,745,472
Promoter Management
$1,900,000
TOTAL
$18,549,472
($18.54M)
ARTIST # JENNIFER LOPEZ
Cost Component (USD)
Artist Guarantee
$3,000,000
Overhead Cost Components (USD)
Touring Personnel
$654,600
Per Diems
$163,500
Freight & Logistics (wardrobe/backline)
$327,300
Tour Ops / Admin
(tour-side coordination)
$163,500
TDS
$717,600
Promoter Contingency
$654,552
Promoter Management
$600,000
TOTAL
$6,281,052
($6.28M)
DISCLAIMER STATEMENT
VARIABLE COST COMPONENTS - INTERNATIONAL TRAVEL, HOTELS, ARTIST SECURITY & INSURANCE
The following four (4) cost components identified in this budget are subject to final negotiation and payment structure determination at the time of contract execution between the Hosting Company and the Artist's representation:
  • International Travel — Private jet charter, business class flights, baggage, and cargo transportation
  • Hotels — Artist suite and touring party accommodation
  • Artist Security — Close protection team and advance security arrangements
  • Insurance — Artist cancellation insurance and event-linked coverage
DISCLAIMER STATEMENT
Payment Structure Options
(To Be Negotiated):
Option A — Direct Payment to Artist:
The Hosting Company may elect to remit the estimated costs for these four components directly to the Artist's agency as part of the total artist package payment. The Artist/Agency assumes responsibility for procuring and managing these services.
Option B — Direct Procurement by Hosting Company:
The Hosting Company may elect to directly procure and pay for these services from India-based or international vendors, subject to the Artist's approval of service providers and quality standards as stipulated in the rider/technical specification document.
Option C — Hybrid/Split Arrangement:
Certain components may be paid to the Artist (e.g., Insurance, Security) while others are directly procured by the Hosting Company (e.g., Hotels, India-side ground transportation). The exact split shall be determined during contract negotiation.
DISCLAIMER STATEMENT
Final Determination:
The ultimate payment responsibility, procurement authority, and cost allocation for the above four components shall be mutually agreed upon by both parties during the Artist Performance Agreement negotiation phase. The figures presented in this budget represent industry-standard estimated costs for planning and budgetary approval purposes only.
All figures are subject to revision based on:
  • Final negotiated payment structure
  • Actual vendor quotations at time of booking
  • Artist rider requirements and technical specifications
  • India-specific logistical considerations
  • Foreign exchange rate fluctuations (USD/INR) at time of payment
The remaining cost components (Artist Guarantee, Touring Personnel Payroll, Per Diems, Freight & Logistics, Tour Operations/Admin, TDS, Promoter Contingency and Promoter Management) are non-negotiable mandatory obligations and must be budgeted and paid as specified, regardless of the payment structure elected for the four variable components listed above.
Date: February 18th, 2026
Prepared by: VEGA Live Entertainment
For: Rihanna India Performance Budget — Client Presentation
We appreciate your time and interest. We are ready to discuss next steps and answer any questions you may have.