Since the 2021/2022 season, bwin has been holding the esteemed role of the official sports betting partner for the UEFA Europa League. Under this exclusive partnership, it secures the sole right to host a football match at the final’s stadium, just one day following the grand UEL Final. Following its own tagline “This is Our Game,” bwin goes above and beyond, bestowing die-hard fans a once in a lifetime opportunity, which they will have dreamt of since childhood:
To play at one of the most prestigious venues in European football – the UEFA Europa League Final stadium.
With a multilingual rollout spanning ten key markets, the bwin Fans Final campaign aims to accomplish two critical objectives: First, to recruit players for the event, and second, to solidify bwin’s presence in the minds of the audience, positioning the brand closer to football than any of its competitors.
This campaign is a shining example of harnessing digital channels to craft a captivating, visually appealing 360-degree initiative across numerous platforms. Its outreach encompasses both existing customers and new demographic segments, with a pronounced emphasis on engaging Generation Z.
While compliance with legal restrictions in various markets is imperative, the 2022/2023 campaign surpassed expectations, doubling the number of applicants for the bwin Fans Final compared to the previous season. This transformation took the communication to new heights, evolving from a simple static banner campaign in 2021/2022 to a comprehensive 360-degree campaign with a content-centric approach, generating a staggering 77,000 applications over the three-month campaign period.
