London Steals The Show: The True Victor of the 2024 Champions League Final ...
The biggest game in European club football returned to the home of football injecting a £53 Million boost to the economy...
Happy new week,
Last Saturday, the biggest game in European club football returned to the home of football for a record eighth time. Real Madrid lifted their 15th UEFA Champions League trophy after beating Borussia Dortmund in the UEFA Champions League final at Wembley Stadium. A momentous occasion not just for football fans but also for London's economy and the football industry as a whole.
The Mayor of London inaugurated a four-day UEFA Champions League Festival, with Regent Street closed to traffic for a two-day football extravaganza. The festival was packed with activities like penalty shootout challenges, fan benches, and the UEFA Champions League team captains’ jersey exhibit, featuring kits from all 32 teams in this year's competition. Highlights included the Ultimate Champions Tournament at Somerset House, featuring former UEFA Champions League stars, concerts, family activities in Trafalgar Square, and a giant inflatable Champions League trophy next to Tower Bridge.
UEFA partner activations were prominent throughout the city, with brands like Doritos, Heineken, PlayStation, and more engaging fans in unique ways.UEFA partner activations were prominent throughout the city, with brands like Doritos, Heineken, PlayStation, and more, engaging fans in unique ways. Nike stole the show, as usual, with their guerrilla marketing tactics. They recruited football legend Ronaldinho to use the opportunity to promote their ‘Mad Brilliance Pack’. Ronaldinho caused a road block outside the Niketown flagship store, pulling up in a pink Rolls Royce with an iconic Nike swoosh on the side. The Brazil legend then did a surprise appearance at Shepherd’s Bush Powerleague alongside Clint, founder of London streetwear brand Corteiz. Nike also shared images of Ronaldinho alongside Central Cee and Clint, it couldn’t get any more London than that.
The UEFA Champions League final is just the beginning of an exciting summer of sports in the capital. Over the next few months, London will welcome Major League Baseball, Diamond League Athletics, Wimbledon, Olympic warm-up events, and the return of both Formula 1 and Formula E. Each of these events will further solidify London’s status as a premier destination for sports, drawing in fans from around the world and contributing to the local economy.
Brand partners can capitalise on these massive sporting moments through in real-life activations and popups to creatively engage with consumers, and use memorable elements to build loyalists from diverse backgrounds. Interactive on-ground fan experiences not only promote their products but also contribute to the overall excitement and atmosphere of these sporting moments. Integrating key influencers and talent like Nike did with Ronaldinho, Clint and Central Cee creates personal touchpoints and widens the reach of these campaigns digitally, making consumers more inclined to engage with the brand online and build a positive affinity.
Hosting the UEFA Champions League final reinforces London’s reputation as a world-class host for cultural, sporting, and business events. Such major events attract both domestic and overseas visitors, delivering significant direct and indirect economic benefits. The final brought an estimated £53 million boost to the London economy, demonstrating the substantial impact of hosting prestigious sports events. The UEFA Champions League final at Wembley was not just a thrilling football match it was a great preview of the electric energy we can expect this summer, with the huge summer of sports we have coming.