REACHING AND ENGAGING GLOBAL YOUTH FOOTBALL FANS
We have worked with UEFA since 2012 creating music and cultural-led platforms to extend the reach of its properties 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 has been 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 curate insight from the global tastemakers in music that sit within our Fan Intelligence Network to understand what is shaping fandom. We use this to form the bedrock of our strategies, building culturally relevant music campaigns and activations that connect with fans.
Over the course of our seven year relationship, we have established UEFA's cultural relevance and music credibility to reach new global fans. In 2016, we redefined how an international tournament could engage new fans by signing David Guetta to create a unique sonic identity for EURO 2016 and delivering a 360-degree campaign around the partnership. We’ve developed a number of bespoke fan engagement platforms for UEFA and partners to utilise around the UCL, engaging with fans across multiple touchpoints throughout the season.
And we continue to introduce UEFA to the concept of integrated music shows with stars such as Dua Lipa, Black Eyed Peas and Imagine Dragons – including our latest project to secure Dutch DJ and Producer Martin Garrix to be EURO 2020’s Official Music Artist. This groundbreaking partnership was announced by the 23 year old while on stage at the Amsterdam Dance Event in front of hundreds of thousands of global fans.
Ear to the Ground has been instrumental in transforming UEFA from a traditional football rights-holder into a global cultural powerhouse, including reaching a number one hit in 15 countries with “This One’s for You” for EURO 2016. Most telling has been the overall CRM increase of 5 million across three years for the UCL alone, as well as growth of TV audiences in key markets such as North America, West & South Africa and South East Asia across all of UEFA’s club and international properties.