UEFA Champions League

Challenge

The UEFA Champions League is world-renowned, capturing the imaginations of millions of football fans across the globe. While the brand has evolved hugely, the core focus had remained stable. The challenge was to evolve the brand so it could further inspire, captivate and remain relevant for audiences and partners, living up to its promise of being the 'best of the best on the ultimate stage'.

Process

We focused on the ‘Moments that make the ultimate stage’ - hero-ing legendary feats of ability, brilliance and skill on the pitch, while providing teams and partners a platform to inspire beyond the stadium.

Brand expression

The centrepiece of the brand identity is the Starball. Crafted from light, it frames and illuminates spectacular moments that transcend sport – allowing the brand to scale from the artful flick of a player’s ankle, to iconic hero stadium views.

This new visual language underlines the brand’s prestige, with a renewed focus on elegance and understated confidence.

Results

Working across every aspect of brand experience; print and marketing communications, broadcast, in-stadium, social, digital, merchandise and commercial partnerships, we ensured the highest standards were achieved across every touchpoint.

The new visual identity signalled a bold step forward for club football's most prestigious competition. The 2018/19 season following the rebrand saw an increase in revenue to €2.853 billion, shooting up from the previous season’s €2.136 billion.

Ongoing Partnership

Our partnership with UEFA has endured for many years and we've continued to work together to create iconic identities for the Champions League Finals. Our system allows for the creation of dynamic and differentiated reflections of host cities. For each identity, we work with a local artist to bring a modern and meaningful representation of the city hosting them.