Sela is a market-leader in live events and experiences in its home MENA region. Despite millions of international visitors enjoying its attractions each year, until now Sela had little profile in the UK or globally. Sela identified the opportunity to become the front-of-shirt sponsor of Premier League football club, Newcastle United, to prove its capabilities with a new audience and showcase its business internationally. Sela set out with a mission to reimagine fan engagement by a sponsor and try to deliver the most memorable sponsorship activations ever experienced by NUFC fans and the North East community. Within just one season, the reaction from fans has been incredible.