Saudi Arabia is taking massive steps in becoming a powerhouse of world football, leveraging the sport to inspire its young population. The Saudi sports audience are dynamic and global, yet deeply rooted in their culture and heritage. Hosting the FIFA Club World Cup in Jeddah was an opportunity to celebrate football’s universality from a uniquely cultural Saudi perspective. The aim was to showcase our hospitality and welcoming spirit to the world. The project's central goal was to produce a song and music video that would motivate audiences globally to engage with the event. The anthem captures the dynamic spirit of the championship and its host city, with a catchy, modern, and energizing soundtrack fit for the world stage.

Football is a universal language that captivates audiences around the world in the billions. It’s a game of passion, excitement, and energy. Our song and anthem, 'It’s On', captured that spirit, transforming the deeply local chants of Ittihad FC fans into a welcoming message to the world. “It’s On” is a bold and confident message that’s simple enough to be understood internationally, yet still capturing the football spirit of passion and energy. This anthem captures the adrenaline, the anticipation, and the excitement of sports in two simple, yet powerful words. A Jeddah Club World Cup 2023, It’s On!

Our strategy was inspired by the core message we want to send our audience: FIFA Club World Cup is coming to Saudi Arabia for FIFA’s first-ever event in the country ... And you’re invited. We aligned our song with the FIFA brand values of commitment, passion, impact, and experience. This, combined with Saudi Arabia’s push into the global sports sector, lead us to a strategic platform that combines deeply local cultural insights with the most popular game in the world. To connect with our local audience while maintaining universal appeal, we integrated a well-known Ittihad FC fan anthem, blending it with the song's melody and lyrics for an internationally resonating song with a deeply local touch.

In anticipation of the Club World Cup, our captivating football anthem was released as a music video across social media, and streaming audio on all major music platforms. The song itself was a moment where the stars aligned, culminating in a creative collaboration between the acclaimed composer RedOne and the globally celebrated, four-time Grammy nominee Bebe Rexha. It served as the soundtrack for the tournament featuring clubs from around the world and resonating with their fans across the globe. This strategic launch not only heightened the excitement for the event but also showcased the intersection of global music talent with the pulsating energy of football.

The anthem’s release generated widespread excitement, where international audiences experienced the local Saudi chants from Jeddah’s vibrant and energetic fanbase, blending with a global and modern sound. This nuance was expertly encapsulated in Bebe Rexha's performance, introducing global listeners to a modern cultural experience that doesn’t sound like anything else. Locally, the Saudi audience felt a deep sense of pride hearing their anthem resonate around the world.

The song achieved significant success, with over "4.5 M" listens during the event. It spurred active engagement from Ittihad fans across social media platforms. Across the world, the international audience felt a warm welcome to visit Saudi Arabia and attend the event, invited with this song.

Overall, the song announced the Club World Cup on a grand scale, represented the local culture proudly, and successfully introduced and welcomed attendees to this international event.