UEFA EURO 2020 presented both an incredible challenge and an amazing opportunity.
To activate our sponsorship across not one but 12 host markets was always going to be a logistical and strategic challenge, but the opportunity to tap into host excitement of 12 different markets, whilst also putting the brand at the heart of the first major sporting moment post covid was an opportunity that Heineken knew it had to grab with both hands.
Firstly, we launched our overarching campaign, Enjoy the Rivalry, working with 69 markets to ensure our campaign was presented consistently globally and hit our commercial objectives. Secondly, we maximised our sole and exclusive right, the Heineken Star of the Match Award (player of the match), to boost sponsorship awareness – and finally, we drove perceptions of Heineken as a meaningful brand through Cheers to All and an always on reactive social war room to join topical and important conversations throughout the tournament.
And after the whistle on a frantic final, we could raise a glass and cheers to finishing the summer as the #10 most marketable brand of the year[1], the #1 ranked EURO 2020 sponsor for engagements on UEFA’s channels[2], and driving increased perceptions on brand values, seeing us outrank all our main competitors[3] and demonstrating the overwhelming success of our sponsorship.
[1] SportsPro Media, 2021
[2] UEFA.com, 2021
[3] Blauw, 2021
