UEFA were named Brand & Marketing award winners at the Fanalyse Activation Summit in Liverpool on Thursday, picking up the award for their outstanding work across their inclusive #EqualGame and #WePlayStrong initiatives.
They were shortlisted alongside Manchester City, Bristol Sport, Wimbledon AELTC and commendation runners up Juventus, who also excelled with their summer rebrand work.
UEFA Head of Corporate Communications Peter Klomp had previously taken part in the Fanalyse Brand & Marketing Activation panel at Anfield, and spoke highly of the dedication and creative work being done behind the scenes at UEFA to broadcast positive messages. He was presented the 2017 award by Shared Access’ Scott Chapman.
“For both the #EqualGame team and our marketing colleagues working on the Together #WePlayStrong campaign,” Peter said. “It’s fantastic to recieve such praise and recognition for the bold move to promote the importance of grassroots players and their participation in our wonderful sport.”
Speaking of the award nod, Fanalyse CMO Barrie McAuliffe said, “It’s an absolute fact that UEFA have dramatically stepped up their communications and digital strategies in recent years, promoting equality, tolerance and the positives of participation in ways that really grab your attention.
“We love the approach to showcase authentic, relatable stories in both instances, making it impossible to place one initiative over the other. This category was incredibly difficult to judge based on the quality of the shortlist, but few could argue that UEFA didn’t deserve the prize.”
The Fanalyse awards have been created to recognise market leaders and creative pioneers in the sports marketing industry, with previous winners including the likes of the Manchester City, the Open Championship, Amsterdam Arena, Seattle Sounders, Everton and Chelsea.
Notable sports industry decision makers had attended the summit at Anfield earlier in the day with keynote speeches being delivered by leading minds from BBC Sport, AS Roma, Laduma, Populous Activate, Southampton and The Football League.
The Fanalyse team are now turning their attention to another top quality summit at Stamford Bridge, Chelsea in six months.