Adidas brings in Closer for UEFA Cup campaign

Adidas called on Closer (the experiential marketing arm of Billington Cartmell) to drive awareness of its partnership with the UEFA Cup.

Adidas brings in Closer for UEFA Cup campaign
Adidas brings in Closer for UEFA Cup campaign

Closer has devised a competition to give nine young British football fans the chance to "win a place on the ultimate stage", by becoming the official ball carriers at nine of the British UEFA Cup matches.

The competition will be staged inside a huge football-shaped inflatable structure, the interior of which looks like a stadium. The structure will be positioned in or near sports stores, inviting ten to 14-year-olds to enter and "prove they are worthy of the honour of being an official ball carrier by performing three football skills".

Brand ambassadors at the events will involve other age groups by handing out flyers, which, when presented at Adidas stores, could win their holders match tickets or boots signed by Manchester City player Emmanuel Adebayor.

"By putting the ball itself at the heart of this campaign, we will promote Adidas's role as official match ball supplier for the UEFA Champions League and bring football fans of all ages closer to the ultimate stage," said Closer group account director Chris Mallindine.

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