To celebrate the 60th Anniversary of the UEFA European Championships, UEFA announced a unique tournament structure across 11 European Host Countries to bring football and Europe together. This major event was the perfect sponsorship platform for FedEx to continue to build on their international marketing strategy, designed to raise brand familiarity and awareness, and strengthen the emotional connection with the broadest possible audience through demonstrating FedEx’s far reaching logistics expertise.
FedEx’s sponsorship strategy was built around three pillars:
- Drive brand exposure, awareness, and familiarity with a particular focus on logistics expertise and capabilities
- Inform, inspire and engage employees to become bigger advocates of the brand
- Provide legendary customer experiences to increase loyalty
As Official Logistics Partner of UEFA EURO 2020, FedEx has continued to strengthen the brand in Europe and has deepened its commitment to fans, customers, and employees through a tactical plan. This plan involved hosting 288 virtual & 1,000 live guest experiences across 20 EU countries, through live matches and exclusive access to UEFA legends. Utilising virtual experiences to maximise engagement and contractual rights allowed FedEx to deliver unforgettable experiences to employees and 500 Ball Kids.
Throughout the EUROs, FedEx delivered 22,000 shipments with the support of 266 on-site operational staff working 45,000+ hours, supporting UEFA’s goal to minimise environmental impact and sustainably deliver the tournament. FedEx naturally integrated it logistics services for UEFA throughout its sponsorship storytelling, and most importantly, to activate the multi-country event to deliver against multiple objectives on the biggest scale.
