With an internal team well-versed in reaching traditional football fans, our role with UEFA 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.


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