How can brands score at Euro 2024?

We’ve gone into added time. Slovakia lead England one nil and the Three Lions are desperate to equalise to have a fighting chance of making it to the knockout stages. 

An England throw-in lands in the 18-yard box and is flicked on before Jude Bellingham’s overhead kick [above] sees the ball nestle in the corner of the net. This incredible display of athleticism sends England fans wild. Absolute euphoria in the stadium, across pubs, bars, fanzones and homes. 

Moments like this are gold dust for advertisers.

Moments like this are gold dust for advertisers. If pulled off correctly, tapping into them can be huge for brand equity and impact. But it’s important to look before you leap. Getting involved for the sake of being involved can quickly backfire.

If brands want to make their Euros activities a success and avoid own goals, it all comes down to authenticity. 

Above: Paddy Power's Euro 2024 spot is "a stroke of creative genius".

Fielding the right formations

We’ve already seen some brilliant activations around the tournament. Danny Dyer starring in Paddy Power's ad is a stroke of creative genius in terms of communicating what English football and the brand are all about. Playing into England’s ‘questionable’ international reputation, the ad capitalises on the Euro-centric tournament without straying from Paddy Power’s inherent British sense of humour.

And just as important as what you say, is how you say it. Paddy Power understands this and has amplified the campaign across social, print, out-of-home and bespoke activations. It’s zoned in on the sense of anticipation for football fans from all corners of the continent, while never forgetting its core audience. 

For a less England-focused approach, you only need to look at Irn Bru’s Mannschaft ad; another stellar example of tongue-in-cheek creativity. The brand pays homage to its Scottish roots and pride whilst adding a pinch of self-deprecation at Scotland's football fortunes down the years. Unfortunately, this sentiment proved right, and it’s a shame we didn’t see reactive content accompanying Scotland’s exit from the tournament. 

Above: Irn Bru's recent spot saw the brand pay homage to the Scottish national team whilst adding a pinch of self-deprecation at Scotland's football fortunes.

Adidas, on the other hand, is known for more purposeful messaging, as reflected in its Hey Jude campaign. The ‘You Got This’ strapline sums up its brand ethos, encouraging people to live healthy and active lives. And it’s a line that was in many fans’ minds the second Jude Bellingham got that crucial goal.

These are very different approaches, but they have one thing in common; they’ve all stayed  true to the brand identity and tone of voice.

Don’t get caught offside 

It’s easy to be swept up in the excitement around the tournament and start pumping out content linking to it. Nevertheless, if you’ve never been associated with this type of event, you have to start with baby steps. You don't rise from amateur ranks to the top of the Premier League overnight. Similarly, brands need to build their relevance gradually.

You don't rise from amateur ranks to the top of the Premier League overnight. Similarly, brands need to build their relevance gradually.

Women’s football is a poignant example of this. The England women’s football team reaching the World Cup Final last year gripped the nation, resulting in a surge in advertising attention, including from brands that had never been vocal advocates for women’s rights or women in sport. Unsurprisingly, many of these efforts came across as inauthentic. 

Above: Adidas's Jude Bellingham-starring campaign stays true to the brand's ethos. 

Brands need to think about whether they can speak to these topics if they never have before. Of course, there’s space to, so long as they bring in the right voices to create an authentic offering. Look at Google Pixel’s Pixel FC. By partnering with female content creators speaking to the sport, Google used Pixel’s capabilities to amplify its message across its marketing ecosystem, creating a genuine boost in attention around women’s football. 

Think carefully how you respond to key moments. With reactive content, you have to plan ahead and, therefore, need to keep your finger on the pulse with what’s happening on the pitch. 

The campaign enhanced Google’s brand visibility but also aligned with its long-standing vision to support women’s football. Thanks to forging partnerships with organisations such as the FA, Google has achieved an authentic voice in women’s football, giving it well-earned credibility to engage in reactive and planned activations.

Reactive content is your ‘super sub’

Football - and the fan experience - is all about reactions on and off the pitch. But think carefully how you respond to key moments. With reactive content, you have to plan ahead and, therefore, need to keep your finger on the pulse with what’s happening on the pitch. 

Fortunately, great reactive content can be simple. In response to Jude Bellingham’s overhead kick, Adidas posted an upside-down version of their logo, linking in with the player’s movement and motion. Clever, neat and so on-brand for the German sportswear giant. It’s shrewd pieces of branding such as these that are often well received. 

It’s not just about the creative, but also where you take it. With reactive activations, finding the right channel is also vital, and there is no one-size-fits all approach. Gen Z conversations are likely to happen in different places and communities compared to older generations. Know your audience, and where and how they consume football.