As the new front-of-shirt sponsor to Newcastle United, Sela used the spotlight provided by the Premier League club to prove its capabilities as a major live events and experiences company, launching the international arm of its business. To give NUFC fans an end of season boost after missing out on UEFA Champions League qualification, and to mark the first anniversary of its sponsorship, Sela set out to stage a spectacular experience for fans and the Newcastle community not seen before in the UK and around football sponsorship. We Are One saw Sela use 3D projection mapping and giant water projection screens on historical landmarks to deliver a show to 15,000+ people that paid homage to the club, the city and the fans.