Marketing in the Euro Cup: 3 keys to winning over fans

With Euro Cup 2024 in full swing, excitement and attention are at their peak. This sporting event offers brands an exceptional opportunity to enhance their marketing strategies and connect with a global audience following every detail of the tournament. According to Nielsen and Zenith, advertising investment in such major sporting events can increase by up to 30-40% compared to periods without significant events.

"The Euro Cup brings together a diverse audience in terms of ages and profiles, which represents a unique opportunity for brands to connect through campaigns that resonate with a wide range of values and emotions," explains Alex Martínez, Chief Strategy Officer at EXTE. "It is crucial to rely on maximum creative and technological innovation to stand out in this context," he continues.

We share some insights to keep up the pace and maximize impact during one of the most anticipated events.

All Eyes on Creativity

While creativity is a key factor in capturing the public's attention and favor, it becomes even more relevant in saturated environments like the digital space, especially during high-demand moments. The goal is to establish meaningful connections that strengthen brand recognition and loyalty, and in this regard, technology is a crucial tool.

"We are seeing an increase in the use of advanced technologies. For example, our ACE 3D format facilitates the development of enhanced interactive interfaces with 3D effects, capturing the user's attention and fostering a more immersive experience. Similarly, the AR format allows the user to interact with a complete augmented reality scenario and make decisions that alter the flow of the experience, creating a more dynamic and personalized connection. These formats not only attract but also deeply engage viewers, making campaigns more memorable," continues Alex Martínez.

An Enriching Environment

Contextual advertising allows brands to align their messages with the hottest topics and the interests of viewers, thus increasing the relevance and effectiveness of campaigns. It is an unprecedented time to use contextual and geolocated marketing.

"We are launching campaigns with our clients that are designed to seamlessly integrate into the tournament environment. Using our advanced targeting technology, we can target viewers with relevant messages at key moments, creating an advertising experience that not only attracts but also converts," explains Martínez.

A Diversified Media Mix

From the stadium to homes, bars, and mobile devices, viewers consume content on multiple platforms, offering brands numerous opportunities to connect effectively and personally. Omnichannel is key; therefore, EXTE has as many hubs as there are predominant media in the market. From an in-house developed player and Connected TV solutions to editorial designs that allow brands to connect with the audience meaningfully, or a hub dedicated to enhancing social media strategy. Finally, with Echo and Pulse, EXTE focuses on performance as an endless flow of impact and optimization, balancing both aspects to build tailored solutions.

"The Euro Cup not only attracts a diverse and passionate audience but also represents an opportunity for brands that adopt an omnichannel strategy," says Martínez. "Leveraging this variety of channels strengthens the connection with consumers through cohesive and personalized experiences at every step of the conversion funnel," concludes Alex Martínez.