The Brief
Take an established indoor motocross format, built and proven over 25 years in the UK, and deliver it within a new international market, with the aim of driving new audiences to Yas Island. The objective was to retain the core identity of Arenacross, while adapting the experience to a new audience, culture and venue environment in Abu Dhabi.
The Challenge
Arenacross relies on precision. The racing is unpredictable, but everything around it needs to be controlled and repeatable. Taking that into a new market meant adapting the show to a new venue, audience and cultural context, without losing what makes it work—while managing the international movement of riders, bikes and equipment.
Our Role
ASL Active created and continues to lead Arenacross as an owned IP event. For Abu Dhabi, we delivered the full event end-to-end, overseeing arena production, track design, show format, technical delivery and rider integration, while managing the international movement of all equipment, bikes and personnel required to stage the event. Alongside delivery, we supported the venue across marketing, promotion and ticketing, ensuring the event was positioned correctly.
Delivery
The Etihad Arena was transformed into a fully integrated Arenacross environment, combining racing and show within a single format. The event translated successfully into a new market, maintaining its core structure while adapting to a new audience.
An expanded fan zone extended the experience beyond the arena, supporting engagement with local audiences and partners. Built on a 25-year proven format, the event delivered strongly, with a clear foundation for future growth. We look forward to returning.
