UEFA Champions League
GLOBAL UCL VIEWING PARTIES ACROSS LONDON, RIO AND SHANGHAI
UEFA wanted to extend the reach of the Champions League beyond traditional football fans and enter into new markets to hit long term FRM registration targets. Research uncovered by our Fan Intelligence® experts indicated that although global fans loved to watch the biggest annual sporting event in the world, the UCL Final hadn’t become a true ‘feature’ in the annual calendar. To create such an occasion, we leveraged insight which revealed the value that fans put on the entertainment of the game, the power of idols and the iconography of the tournament, creating not one, but three money-can't-buy UCL global viewing parties to make this a moment that no one would want to miss.
Across London, Rio and Shanghai, ”Party like a Champion” transported fans, media, celebrities and influencers to the centre of the live final in Kiev. The overall experience was enhanced by live Q&As with footballing heroes and a range of partner activations. When the final whistle was blown, each venue transformed into the ultimate after party with guest DJs.
With over 1,200 guests attending across the three time zones, the activity reached 150m fans globally with 1.3m engagements from 24-44 year olds in Europe, Asia and S.America. Using competition mechanics & targeted guestlist pre-promotion, the events became a central pillar in driving UEFA past their 3 year FRM targets of 50% growth.
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