UEFA Europa League sponsor Enterprise Rent-A-Car seeks to give football fans what they want through ‘Thursday Night Football’: an integrated, multi-channel campaign focused on the various ways soccer supporters prepare for mid-week matches.
This self-described ‘fan-first activity’ shines the spotlight on from London to Sevilla through a hero pan-European spot titled ‘All Roads Lead to Thursday’ which rolled out from 24 April.
As the ad states: “When it comes to European football, there is something particularly special about the magic of a Thursday night. With thousands of fans across Europe coming together to support their teams in the UEFA Europa League and the UEFA Conference League, each Thursday is full of incredible atmospheres and unforgettable moments. Presenting: All Roads Lead To Thursday We’ve teamed up with Enterprise Rent-A-Car to show that despite fans’ weeks being full of different everyday missions requiring different rental vehicles, they all ultimately lead towards that one special night.”
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This campaign followed on rapidly from Enterprise Rent-A-Car’s Europa League April 2023 ‘Mission: Masterclass’ campaign, as well as building on previous UEFA activations such as 2019’s ‘Road Trip’, 2018’s ‘Legendary Journeys’ and 2017’s ‘Backseat Pundit’.
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