For the 2024/25 UEFA Champions League season, FedEx sought to strengthen its position as both a global logistics leader and a business enabler for SMEs. The challenge was to develop an integrated PR, content and media strategy that focused on B2B engagement whilst remaining relevant to football fans. The ambition was to recruit a high-profile ambassador who could authentically bridge the worlds of football and business and sit across 3 key campaigns within the branded sponsorship. This ambassador would tie the season-long storytelling, driving earned media, credibility, and engagement across key B2B and consumer audiences. The chosen individual needed to embody:
- UEFA Champions League credentials
- Authentic business experience
- Global recognition, particularly in key FedEx markets.
