EVENTS

Premier League 2025/26 Season China Launch Event

TL;DR: Quick Summary

To kick off the 2025/26 season in China, the Premier League called upon Riviera Events to deliver a sleek, high-impact cocktail party and launch event at TALES, Banyan Tree Shanghai on the Bund. The evening brought together brand partners, football legends Nemanja Vidić and Ashely Cole, and immersive entertainment to mark the start of the new season. From venue sourcing and branding to production and outdoor advertising, Riviera handled every detail to ensure an unforgettable and on-brand launch event.

Introduction

Just days before the new Premier League season began, the Premier League China office hosted an exclusive cocktail party in Shanghai to officially launch the 2025/26 campaign. Themed “Guess Who’s Back”, the event welcomed VIP guests to TALES at the Banyan Tree Shanghai on the Bund for an evening of B2B networking, entertainment, and a celebration of football.

As the world’s most-watched football league, the Premier League draws over 1.87 billion viewers annually. This launch event in China served as a key milestone in engaging the Chinese market, activating partnerships, and reinforcing the league’s cultural presence across Asia.

The Challenge: Brand Impact & Seamless Event Execution

This high-profile event needed to:

• Deliver a premium, brand-aligned experience for VIP guests and stakeholders.
• Balance a business networking focus with energetic and engaging entertainment.
• Showcase the new season launch in both physical and digital spaces across Shanghai.

Riviera’s Role as Event Partner: Event Branding to Building Wraps

Strategic Event Production

• Full event production and execution, aligned with Premier League’s brand identity.
• Curated entertainment and visual storytelling to elevate the guest experience.

Venue Sourcing & Coordination

• Secured TALES at Banyan Tree Shanghai on the Bund as the venue, offering panoramic views and a premium setting.

Outdoor Building Advertising

• Arranged large-scale video ad placement on the Bai Yu Lan Building, a standout OOH moment that amplified the launch citywide.

Guest Experience

• Delivered seamless on-site event execution, entertainment management, and client communications.
• Supported media moments including interviews with Premier League legends Nemanja Vidić and Ashely Cole.

Riviera Insight: What Made This Event Stand Out?

• Cultural Connectivity: Localised theme “Guess Who’s Back” / 看谁来了” brought a global brand closer to its Chinese audience.
• OOH Amplification: Video ad on Bai Yu Lan building extended the event’s reach beyond the hosting venue itself.
• Legendary Line-Up: Fan-favourite players Nemanja Vidić and Ashley Cole elevated the sense of authenticity and excitement.