REACHING AND ENGAGING GLOBAL YOUTH FOOTBALL FANS

We worked with UEFA for over seven years, creating music and cultural-led platforms to extend the reach of existing competitions and connect with new audiences to hit long term fan registration targets.

With an internal team well-versed in reaching traditional football fans, our role was to take the Champions League and EURO competitions to audiences in new markets – including younger fans, female fans, and non-traditional football fans.

For each season and competition, we curated insight from the global tastemakers in music to understand what was shaping fandom. This formed the bedrock of our strategies, building culturally relevant music campaigns and activations that connected with fans.

Over the course of our seven year relationship, we signed David Guetta to create a unique sonic identity for EURO 2016; developed a number of bespoke fan engagement platforms for UEFA partners; and continued to introduce UEFA to the concept of integrated music shows with the latest project securing Dutch DJ and Producer Martin Garrix to be EURO 2020’s Official Music Artist.

Results

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