‘All Roads Lead to Thursday’ brings together a diverse mix of UEFA Europa League and UEFA Europa Conference League fans to celebrate the magic of a Thursday night, positioning long-term competition partner, Enterprise Rent-A-Car, as the facilitator to this journey.
Partnering with Sir Steve McQueen’s production agency Lammas Park, Footballco and Fuse teamed up to tell the stories of the everyday missions fans go through to get to support their club on a UEL/UECL night and how Enterprise vehicles can help them.
The hero film and four-part content series, labelled as a “best-in-class” sponsorship activation by UEFA, was designed to elevate how the rental brand had typically activated their sponsorship through content in the past and grow sponsorship awareness across 13 European Markets.
Content was released across Europe on Footballco’s social and digital platforms including GOAL, SPOX and Voetbalzone every matchday, putting the attention on Thursday nights as an ownable territory for Enterprise.
As well as increasing sponsorship awareness by 8%, the campaign over-indexed on all KPIs and formed a legacy creative platform that is already being expanded upon for the 2023-24 season.
