The start of October saw the Local Organising Structure (LOS) responsible for delivering the UEFA Women’s EURO England 2022 appoint a leading group of marcoms agencies to promote and support the tournament led by M&C Saatchi Sport and Entertainment, MATTA, Threepipe Reply, Two Circles and Heart Productions.
This multiple agency group will be responsible for building on the tournament’s ‘Show Your Heart’ launch campaign to drive ticket sales, maximise awareness, deliver record TV audiences for the host broadcaster (BBC) and attract new fans and players to the women’s game.
The initial campaign for the competition proposed that ‘Football Is Heart and that Heart is Everything’ and its various content pieces were linked by the #ShowYourHeart and #WEURO2022 hashtags and led by a hero spot spanning digital and social platforms.
Football is Heart and Heart is EVERYTHING. #ShowYourHeart #WEURO2022 pic.twitter.com/Qs1iJawotx
— UEFA Women's EURO 2022 (@UEFAWomensEURO) July 8, 2021
"The moment when I feel the strongest sensation is when the hymn of Inno di Mameli begins."
️ @barbarabonansea #WEURO2022 | #ShowYourHeart pic.twitter.com/3PqvnUG78z
— UEFA Women's EURO 2022 (@UEFAWomensEURO) September 29, 2021
❤️ "I play with heart for every single person on my team.
"I leave everything out there for them and our country!"
@SarahZadrazil #WEURO2022 | #ShowYourHeart pic.twitter.com/GzCJvk4JHv
— UEFA Women's EURO 2022 (@UEFAWomensEURO) September 24, 2021
The creative featured a star-studded group of players likely to appear in the tournament including Rachel Furness (Northern Ireland), Alex Popp (Germany), Alexia Putellas (Spain), Barbara Bonansea (Italy), Ingrid Engen (Norway), Lucy Bronze (England), Magdalena Eriksson (Sweden), Marie-Antoinette Katoto (France), Nadezhda Smirnova (Russia), Nora Heroum (Finland), Pernille Harder (Denmark), Ramona Bachmann (Switzerland), Sara Björk Gunnarsdóttir (Iceland), Sarah Zadrazil (Austria), Tessa Wullaert (Belgium) and Vivianne Miedema (Netherlands).
“I’m delighted to be involved,” said Northern Ireland and Liverpool star Furness. “The tournament as a whole is great exposure for the women’s game in Northern Ireland and this campaign is a key part of generating that buzz. We’ll be looking to unearth and profile fans young and old who can come on this exciting journey with us.”
Its objective was to begin to build awareness and buzz, to drive record reach and engagement with the tournament and invite fans new and old to show their heart in return when the tournament kicks off next year.
The creative assets invited viewers to join the conversation by using the hashtags #WEURO2022 and #ShowYourHeart and urged them to sign up to and follow @uefawomenseuro on Instagram, Twitter and Facebook to stay up to date on all the latest UEFA Women’s EURO 2022 news and to register for priority ticket access: https://www.uefa.com/womenseuro/ticke…
The next phase of tournament marketing and communications will see M&C Saatchi Sport and Entertainment deliver an integrated PR and communications campaign to raise awareness and encourage fans to show up for and support their country, city and the women’s game by buying tickets and supporting the UEFA Women’s EURO England 2022.
The sports, fitness and well-being creative agency MATTA will create the core ticketing campaign across digital and social, while Threepipe Reply will deliver the paid media strategy, planning and activation for the tournament and sSports data and marketing technology company Two Circles will provide consultancy, in-depth fan insight and data analytics technology to help drive attendances and deliver excellent customer experiences. Heart Productions will create and deliver a national promotion programme aimed at engaging new audiences in the lead up to the tournament. The inclusive and accessible experiential campaign, funded by DCMS, will offer multiple access points across the country and be promoted in partnership with the BBC.
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UEFA Women’s EURO England 2022 will take place across nine host cities in England from 6 July 2022 to 31 July.
The tournament aims to be the biggest women’s European sporting event in history and currently has more than 700,000 tickets available across 10 venues with the opening match taking place at Old Trafford and the final being played at Wembley.
Fans can purchase tickets in the public ballot, which goes live following the draw on 28 October 2021 on BBC and then tickets priced from £5 to £50 will go on general sale from mid-February 2022.
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