UEFA x GLOBAL MUSIC STRATEGY

TRANSFORM UEFA FROM TRADITIONAL FOOTBALL RIGHTS HOLDER INTO A GLOBAL MUSICAL POWERHOUSE

FAN INTELLIGENCE APPROACH

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 collaborated with global tastemakers in music, from within our Fan Intelligence Network, to understand how UEFA could authentically crossover into music culture. This has formed the bedrock for nearly
10 years worth of strategies, building culturally relevant music campaigns and activations that connected with global fans.

CAMPAIGN

We identified music as a hugely untapped opportunity for UEFA (and other major sporting rights holders), and we helped them develop an award winning strategic approach. A key part of this involved packaging up the power of UEFA’s audience and working out how to position it to the music industry to generate huge amount of value in kind – this is something that FIFA, the IOC and UEFA had never managed to do effectively before.     

‘This One’s for You’ featuring David Guetta and Zara Larsson was the first major campaign we delivered for EURO2016 in Paris. Global Fan Intelligence from APAC and LATAM helped give rationale that Guetta was the number one choice and we led a talent negotiation phase that secured a value in kind deal to create the most integrated global sport and music campaign ever.  We developed the official tournament sound, featuring the voices of over 1 million fans from 210 countries who recorded their voices on the official app. David Guetta and Zara Larsson also performed at a first of it’s kind pre tournament gig at the Eiffel Tower on the eve of the first match.

The real value was generated by ensuring UEFA had the rights and stems to use official track across all owned channels including walk out music, TV idents, online promotional content and broadcaster toolkits.

This model was then rolled out by Ear to the Ground as we the asset selection and negotiation process for Euro2020 music ambassadors Martin Garrix and Bono. 

Results

Data capture of over 1 million fans

100k fans attended the pre tournament Eiffel Tower concert (+ 79 broadcasters)

Official video generated 150 million views

$25m campaign AEV

UEFA had a number one hit single in 15 countries and a top 10 in 30 countries

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