Case Study: UK and Ireland UEFA EURO 2028 Bid achieves winning tournament submission campaign with Working Word

UK and Ireland UEFA EURO 2028 Bid hits No. 1 on Twitter with Working Word

The UK and Ireland UEFA EURO 2028 Bid engaged Working Word to bring its vision to life through a creative communications campaign. The challenge involved designing a campaign to mark the bid's formal submission to UEFA, managing a wide range of stakeholders, and creating fan engagement ideas for inclusion within the bid.

Working Word coordinated creative communications across five football associations and multiple governments and cities. Their solution included developing stakeholder toolkits and creating a historic photograph of the five national team captains together for the first time, which was used widely on submission day. This resulted in significant media coverage, the campaign trending at number one on Twitter in the UK, and positive feedback from UEFA on the audience insights provided. The bid was successfully awarded in October 2023.