Case Study

UEFA EURO 2028: UK & Ireland Bid

For all. For good. For the future. That’s the vision at the heart of the UK and Ireland UEFA EURO 2028 Bid. And in January 2023, our team was engaged as the agency to help bring the vision to life through creative communications. The bid was announced as the winner by UEFA in October 2023.


  • Design and deliver a creative communications campaign to mark the Bid’s submission to UEFA
  • Manage stakeholder relations between football associations, government partners, cities, clubs and stadia
  • Create insights into UEFA’s key audiences
  • Devise fan engagement ideas for inclusion within the Bid
pieces of mainstream media coverage
mentions on social media
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social impressions
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trending on Twitter in the UK

Content from the Campaign

Working with the Central Bid Team at the English FA and with FAs, Government partners, cities, clubs, stadia and stakeholders across England, Ireland, Northern Ireland, Scotland and Wales, we co-ordinated creative communications to showcase our Islands’ unique offer which promises a ground-breaking tournament now the bid has been successful.
  • Built relationships with stakeholders across FAs, Government partners, cities, clubs, stadia and stakeholders
  • Developed toolkits and activations put into action across UK & Ireland in London, Cardiff, Glasgow, Dublin, Belfast, Manchester, Birmingham, Liverpool and Newcastle
  • Working with the FAs, our team created a historic photograph of the five national team captains – Harry Kane (England), Seamus Coleman (Ireland), Steven Davis (Northern Ireland), Andy Robertson (Scotland) and Aaron Ramsey (Wales)- together for the first time. The creative image was used across media on submission day, from homepages to broadcast backdrops in TV studios.
  • Hit headlines and homepages across UK & Ireland and trended no 1 on Twitter on submission day. Read more about the bid on the GuardianBBCSky Sports and many more
  • Feedback from UEFA showed the key audiences for EURO as families and 15-25 year olds.  Our team created a range of insights looking at how the audiences intersect with social media, sports and live events. These insights were then used as the basis for the creation of a range of local and national engagement campaigns presented as part of the bid, should the tournament be held in UK & Ireland.