UEFA CHAMPIONS LEAGUE FINAL OPENING CEREMONY
Since 2018, FUSE have worked with PepsiCo to identify and secure the artist performing at the ‘UEFA Champions League Final Opening Ceremony, presented by Pepsi’ to drive brand affinity & connect with a broad and diverse audiences
Attract new audiences to the UCL final and build fame for Pepsi in the hearts and minds of music and football lovers across the globe.
A Pepsi owned, world class performance with a current music icon before the match, amplified by a robust promotional plan. Secured top artists to perform including Dua Lipa (2018), Imagine Dragons (2019), Marshmello (2020/21) and cameos including Khalid and Selena Gomez, amplified by a multi-layered PR and social plan which drove significant scale. Work with stakeholders including PepsiCo, UEFA and artist teams on creative development & delivery of both promotional content and on pitch performance.
Significant earned coverage and buzz, with Marshmello’s performance in 2021 delivering 1,200+ pieces of media alone.
In 2021, we continued to push boundaries, delivering the first ever digital opening ceremony using innovative XR tech.