As key sponsorship objectives, customer and employee engagement are at the forefront of activation delivery at FedEx. With the scope of rights designed to activate at-event across both UEFA Europa League (UEL) and EURO 2020, the shift in the global sporting landscape during the COVID-19 pandemic impacted the way in which FedEx could reach both key audiences through their core assets:
- Player Mascot (UEL) and Ball Kids (EURO 2020) programmes, targeting team member children
- Ticketing and Hospitality offering for key customer engagement and networking
The restrictions led to the development of a new virtual strategy, with the aim of delivering dynamic and unforgettable experiences to maintain FedEx’s customer loyalty and employee engagement targets and objectives.
The 20/21 UEL season saw FedEx deliver several pre-match virtual experiences, giving FedEx customers across Europe exclusive pre-match analysis from UEFA legend, Michael Owen. Player Mascots rights were also activated virtually and spanned across 14 matches and 6 European markets.
At EURO 2020, Ball Kids were activated virtually through interactive sessions hosted by the F2 freestylers. 13 virtual pre-match virtual experiences were delivered across 11 markets, offering select customers with exclusive and intimate pre-match analysis and engagement with local UEFA football legends. For the Final at Wembley, an interactive virtual stadium platform provided engagement opportunities for both customers and team members.
Across both competitions, FedEx retained high average customer loyalty score of 91%, and employee advocacy score of 90%, reaching targets set out before the pandemic and proving success in adapting to the changing sporting landscape.