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Which brands scored at Euro 2024?

Lucy Hall

For many brands, this is a lightbulb moment, presenting itself as a golden opportunity for them to not only boost brand power but also strengthen their relationships with fans. 


We may have missed out on lifting the trophy this year, but let’s take look at some of the brands that scored…


adidas – Hey Jude


First up is the adidas campaign, backed by the renowned Beatles’ song “Hey Jude”. This campaign celebrates the rise of a new generation of footballers, though primarily focuses on England’s 21-year-old midfielder, Jude Bellingham. The ad did however also feature football icons Frank Lampard and David Beckham, eliciting a feeling of legacy, whilst also having a strong emotional resonance across all audiences.


British Heart Foundation - ‘Til I Died’


The British Heart Foundation launched their ‘Til I Died’ campaign, which is a powerful and moving campaign raising awareness of Sudden Cardiac Death and the impact it has on individuals. The ads honoured the lives of 12 young football fans (under 35 years old) who tragically lost their lives to heart disease.


The murals were spread across the UK, and all featured an emotive message “England/Scotland ‘Til I Died”, followed by their story and the statistics surrounding heart disease, encouraging individuals to donate.


This campaign worked well by effectively capturing the attention of by-standers, whilst also stirring empathy, using relatable and real-life stories to humanise the statistics.

Paddy Power – Europe’s Favourite


Last but not least is Paddy Power, who joined up with Danny Dyer, for a Euros campaign that playfully poked fun at some of the stereotypical behaviours that the English are renowned for.


Throughout the campaign, Dyer rallied up the support for the England team, using humour to gently make light of some of Europe’s perspectives on us as a country and the ‘Brits abroad’ behaviour.


For example, a German man takes his seat on a plane filled with football fans still celebrating the 1966 England World Cup glory, as he jokingly claims that he loves the English modesty. Whilst a Spanish waitress comments on the English ability to seamlessly blend in with new cultures as Dyer asks for “Egg and chips por favor please mate”. Overall, this campaign is full of mischievous and comical genius that definitely scored this Euros!


Want to get your brand match-fit and identify future opportunities to score big versus your competition? Give us a call and find out more about how Alchemy can drive standout and growth for your brand through amplifying results from paid media investment. 

Which brands scored at Euro 2024?

By Lucy Hall • 19 Jul, 2024
Football is more than just a game, it is the most popular sport in the world and the Euros 2024 was no exception. With billions (UEFA.COM, 2024) of fans tuning into every game - whether that be from the pub, the sofa or sat around a tiny flatscreen at Glastonbury (shout out to Louis Tomlinson) - one thing is for sure; England fans were well and truly hooked on this nail-biting magnificent tournament! 

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