The
Brief

To celebrate bet365’s sponsorship of the UEFA Champions League and engage with the brand’s commercial partners to get them fully invested what is the biggest sponsorship by a betting brand in UCL history.

While primarily a B2B event, the activation needed to work across PR and social channels also, all the while bringing the brand’s proposition of Never Ordinary to life.

The
Solution

/ Activation

/ Social

/ Content

/ Experiential

We hosted our Never Ordinary Watchalong at the top of the Gherkin on a night of UCL history, where guests could watch all 18 matches, livestreamed simultaneously.

To enhance the Never Ordinary experience, we had appearances and supporting commentary from ex-Champions League legends, along with a unique photobooth where guests could pose with an AR replica of the UCL trophy.

In addition we ran a dedicated media zone with interview & content creation opportunities to supercharge the consumer reach of the event.