Street soccer at its best
Where the street meets the factory
Winner Stays is a brand-new street soccer concept that brings together the world’s best street soccer players on a single field. For the official launch, the brand sought a location that could capture, amplify, and capture on film the raw energy of street soccer. SugarFactory offered exactly that: an industrial setting with character, which can be effortlessly transformed into an immersive sports experience. From registration to the final, the entire venue served as the backdrop for a day filled with action, content, and competition. The result was an event that not only resonated with the players but also firmly put the new brand on the map.
Play Winner Stays
- Event type: Sports event and launch
- Date: April 23, 2026
- Attendees: 200 attendees
- Venues: Middenfabriek and Binnenstraat.
An unforgettable first impression
The world was introduced to Play Winner Stays
Winner Stays existed on paper, but still needed to come to life. The challenge was twofold: launching the concept while simultaneously producing high-quality content that would carry the brand forward. This called for a location that was not only functional but visually striking enough to serve as an authentic backdrop for a world-class street football event. The space had to exude street culture without feeling forced. SugarFactory’s industrial character and flexible layout made it possible to create that experience.
The playing field
From industrial factory to luminous playing field
The Middenfabriek was converted into a fully-fledged street football court, with the playing field projected onto the floor and changing color and image with every goal or substitution. A DJ on the stairs kept the energy high. A relaxed social area around the field and the laundry room served as a locker room for the players. Every corner of the space had a purpose.
Together with Showdesign and Sportworx, the venue was transformed into a complete event experience where the industrial character of SugarFactory naturally enhanced Winner Stays’ street soccer culture.
The event was also designed as a content capture moment. Every space, every detail, and every action on the field was visually compelling enough to capture. The footage produced that day forms the foundation of the brand story that Winner Stays is sharing with the world.
What Play Winner Stays said about SugarFactory
We chose SugarFactory to create a test event and content capture moment for our brand-new street football concept, Play Winner Stays, because of the incredible natural atmosphere the venue exudes. It’s a fantastic space that can be transformed in so many ways.
The SugarFactory team is great to work with and makes the entire process a breeze. From visiting the venue to booking and execution, everything went smoothly and pleasantly. I’ll definitely work with them again!
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