In an unprecedented year for the UEFA Europa League (UEL), with fans unable to attend matches, FedEx, as Official UEL Sponsor, implemented a targeted digital, social and content campaign to engage and inform football fans across Europe, bringing them closer to the action whilst matches were played behind closed doors.
FedEx devised a series of digital activations to complement their international marketing strategy. They utilised UEFA and FedEx’s channels, alongside a media partnership with DAZN to raise brand awareness and strengthen their emotional connection, distributing content to international target audiences.
The FedEx Performance Zone (FPZ), an exclusive player ranking tool on UEFA.com was a key part of the season-long activations. A global team was dedicated to turning match footage and latest stats into captivating video content that revealed the FPZ Teams of the Week within 14 hours of each game.
Social media polls and quizzes drove interaction, as well as engaging fans through emotional moments when lucky fans were surprised by UEFA legends. Trophy delivery content created excitement in the build-up to the Final, as fans tuned in to see the reveal of the top-ranking FPZ performers.
Overall, the campaigns have linked the FedEx brand strongly to the performance values while promoting their logistics services in an engaging and emotional way. Throughout the season, FedEx drove awareness and traffic to the FPZ, delivering +282m impressions and +44m engagements across UEFA and FedEx channels. This also saw a dramatic increase in impressions (+322% YoY) and engagements (+1550% YoY) across UEFA channels.
