Dubai, UAE, 17 December 2025: Emirates NBD, a leading banking group in the Middle East, North Africa and Türkiye (MENAT) region and Visa, a world leader in digital payments have unveiled a major brand campaign featuring football legend Pep Guardiola, designed to strengthen the association between banking and the world’s most powerful passion point: football.

Football legend, Pep Guardiola, takes centre stage in a multi-channel, film-centric campaign. He brings his trademark philosophy of control, adaptability and precision into everyday life, showing how the skills that win on the pitch can also guide the choices fans make off it.

The strategy speaks first to football fans across the UAE and Saudi Arabia, aligning Emirates NBD and Visa with the sport they love. At the same time, the campaign resonates with locals and younger audiences who see Pep as more than a coach: he is a cultural icon whose tactical genius translates beyond the stadium.

The campaign line, “P(L)AY IT LIKE PEP,” invites audiences to adopt Guardiola’s mindset in their daily decisions. By showing how Pep’s approach can turn ordinary moments into smart plays, Emirates NBD and Visa are positioning themselves as trusted, modern companions in the lives of their customers.

Rohit Garg, Group Head of Retail Products and Chief Digital Officer of Retail Banking and Wealth Management at Emirates NBD, said: “At Emirates NBD, we are committed to delivering banking solutions that align to the evolving needs and expectations of our customers. We are pleased to collaborate with Visa and Pep Guardiola on a campaign that reflects our strategy to engage the next generation of banking customers, through innovative and meaningful experiences that truly resonate with them”.  

Salima Gutieva, Visa’s VP and Country Manager for UAE, said: “We strive to help our partners tap into the strength of Visa’s global sponsorships and iconic collaborations. Working together with Emirates NBD and Pep Guardiola, we’re creating exclusive moments that add excitement and value for Emirates NBD Visa cardholders, offering them access to enhanced experiences only Visa can deliver.”

Reham Mufleh, Managing Director of Horizon FCB, the agency behind the campaign, commented: “This campaign is a testament to the power of strong client partnerships and what creativity can achieve when rooted in shared ambition. Working closely with Visa and Emirates NBD, we set out to create work that goes beyond storytelling, work that helps businesses grow, unlocks value, and acts as a true economic multiplier. Collaborating with Pep Guardiola brought that vision to life”.

Most settle for a celebrity endorsement being enough, but this campaign is a considered attempt to shift the narrative around banking. For Gen Z, this campaign suggests that banking can be flexible, easy and even entertaining. Emirates NBD and Visa are redefining what it means to be a bank in the lives of a younger, more digitally savvy audience.

And as for Pep? Whether managing a Champions League final or an everyday payment, one thing remains true: whatever the play, pay with Emirates NBD.

The campaign films can be viewed here:

Film 1: https://lnkd.in/de-3rsQe 

Film 2: https://lnkd.in/dceC7UCT 

CREDITS:

Client: Visa Middle East 

Ziad Chehade – VP Marketing services 

Maha Nizam – Head of GCC Marketing 

Emaad Reza – Head of Marketing Services GCC

Farhad Khalid Rafique – Marketing Services Director 

Iza Zafar Iqbal – Marketing Manager, Co-brands and sponsorships

Agency: Horizon FCB

Mazen Jawad – CEO

Reham Mufleh – Managing Director 

Alexander Pineda – Chief Creative office

Munther Al Sheyyab – Head of Strategy

Farouk Haber – Group Account Director

Mohamed Bareche – Executive Creative Director 

Colin Smith – Creative Director

Antonio Cue – Associate Creative Director 

Marcos Becker – Associate creative Director 

Thomas Nicolae – Associate creative Director 

Lyle Martin– Associate Creative Director  

Ahmed Samir – Associate Creative Director  

Alaa Hayek – Account Manager

Yara Kobaissi – Account Executive 

Mohamed Hesham – Senior Agency Producer 

Mariam Adel – Head of Production and Creative Services

Muhammed Abed – Graphic Designer

Production house: Good People 

Ali Ali – Director and Co-Founder 

Omar Khalil – Executive Producer