2019 UEFA Champions League Final: Managing and delivering Santander’s first-ever UCL Final, within their home city of Madrid
Action: Leverage the awareness and association of Santander’s sponsorship at its first UEFA Champions League Final
As Santander’s officially appointed UEFA Champions League (UCL) agency, we were tasked with delivering and optimising Santander’s UCL Final campaign, within its home city of Madrid. Santander wanted to act as the unofficial host of the Final, due to its geographical synonymy, through a vast range of unique and highly-impactful activations. Through the tagline “Football Fans, Welcome Home”, Santander opened the doors to all football fans for the highly-anticipated Final in Madrid!
Create: An unrivalled brand presence in Madrid by executing a high-scale media, hospitality and experiential takeover
The priority for the campaign was to make sure that Santander was creating a truly unforgettable experience for all Final-goers including corporate guests, fans, customers, tourists and locals- allowing for the brand to dominate share of voice amongst other official sponsors. This meant that Fuse’s extensive Santander Finals team (over 30-strong, plus 96 local staff) was spread across the city, managing a number of integral functions such as brand activation, tickets, hospitality, hotels, transport, guest and market communications and overall logistics.
Champions Festival and UEFA eChampions League Final
For Santander’s activation centre-piece, we worked with local experiential agency- flash2flash six months in advance of the Final to create an immersive 360º digital screen with state of the art 8k audio technology. This allowed football fans to experience the best Champions League moments from the season in a unique and inspirational setting- viewing key highlights and an atmospheric build-up to the Final.
We were also responsible for managing the Champions Festival pitch activations. Fuse delivered two sessions- the Football Can Match, an inclusive game played by over 20 children from 9 different NGO’s, and The Santander Influencer Cup, a 5 on 5 match between international YouTubers from core Santander markets- generating a wide array of social content.
Another remit unique to Madrid was overseeing Santander’s involvement in the first-ever eChampions League Final, where eight of the best FIFA 19 players from across the planet went head-to-head. Fuse were tasked with the approvals and management of their core rights including event branding, in-stream adverts and the Competitor of the Day asset.
Guest, Ticket and Hospitality Programme
As ‘hosts’ of the city, it was imperative that we supported Santander in providing first-class hospitality and service to all attending guests. This included management of all tickets, transport, hotels and hospitality- including the Santander Hub pre-match event, a Welcome Party, in-stadium Sky Boxes and the infamous Champions Village marquee- an exclusive area designed to replicate the streets of the Salamanca neighbourhood, where guests were treated to premium hospitality and entertainment- featuring a live DJ and a pre-game interview from Ronaldo.
Football Santander and The Santander Media House
In the lead up and during the Finals, we collaborated with DAZN to plan and deliver Santander’s integrated social media campaign on their popular Football Santander channels- distributing city guides, influencer content, coverage of all activations and features from their global brand ambassador, Ronaldo Luis Nazario.
We were also tasked with aiding Santander with the approval from UEFA of the impressive Santander Media House. The Media House offered 35 different broadcasters, each of whom were invited by Santander, a multi-media and fan-centric set within the centre of Madrid- which included interviews with former players, a penalty game, skill-zone and big screen entertainment.
Ronaldo Luis Nazario
As global ambassador, Ronaldo Luis Nazario was utilised for a number of events and appearances throughout the week including the Welcome Party, interviews at the Media House and visiting the Champions Festival. We were responsible for handling his schedule, security and transport through our dedicated talent manager.
For the pinnacle of the week, Fuse supported Santander with all UEFA stadium approvals including LED boards, branded areas, screen content and management of Santander’s Referee Escort Kid asset- which gave five children the chance to accompany the referees out on to the pitch, an incredible moment for the brand, generating high-impact digital content and a once in a lifetime experience for the children.
Impact: A tangible and impactful brand legacy amongst global football fans and putting on an unforgettable spectacle within their home city of Madrid, at their first Final
- Hosted over 1,400 Santander guests across the week
- Over 150 pieces of content were posted by Football Santander social media accounts, resulting in over 8.4m views, 152,000 engagements and increasing the number of followers by 92,000- contributing to Santander achieving the highest performing digital S&E of all UCL partners (18/19 Season)
- 3,571 visitors experienced the Santander Arena (55% local, 45% tourists), with over 80% of the surveyed visitors rating this experience with a 9 or 10 out of 10
- The Santander Media House had approximately 4,500 visitors, hosted 105 interviews and created 110 pieces of press content.
- The Santander Influencer Cup generated 6m views from UGC content
- The out-of-home media campaign in Madrid had a cumulative total of 53m impressions
- Branded content within selected media publishers had a 14m audience reach
- There were 950,000 views of the eChampions League Final on steaming platform Twitch
To read about our other UEFA Champions League Activations, head to our case study page.