NAVIGATING COMPLEX CONVERSATIONS
Turning Global Headlines into a Sold-Out Sporting Spectacle
Battle of the Sexes was a unique exhibition event in Dubai, bringing together two of tennis’ biggest and most outspoken personalities - Aryna Sabalenka and Nick Kyrgios - in a high-profile, one-night showdown at the iconic Coca-Cola Arena.
F31 was tasked with delivering an integrated PR and media strategy that would cut through a crowded entertainment landscape, navigate a complex global conversation, and drive ticket sales for a standalone event with a short lead time.
F31 led end-to-end PR and media operations, from strategic planning through to live event delivery - developing messaging, briefing spokespeople, delivering a two-month communications strategy, and implementing robust crisis communications protocols.
F31 worked with client TLive to define the Battle of the Sexes positioning - a concept that is inherently polarising required careful, responsible handling. Our approach ensured the conversation was framed in a way that gave the athletes space to authentically own the narrative, while remaining culturally aware and commercially impactful.
On-site, we managed media operations and facilitated last-minute athlete content shoots, while overseeing both pre- and post-event press conferences and live media relations throughout event week.
We extended impact through targeted media and KOL activation, supporting sustained, balanced coverage that positioned the event as bold, globally relevant, and culturally aware.
The result: a sold-out event generating more than 2,000 pieces of media coverage across 41 countries, positioning Battle of the Sexes as one of the region’s most talked-about sporting events.
