Driving Business through sport: Our Champions League Playbook

comms138
Apr 23
3 min read

When Mastercard tasked us with translating the energy of the UEFA Champions League into a localized experience for their Nigerian audience, we understood this was more than an event—it was an opportunity to engineer an emotional, immersive touchpoint between brand and consumer. As the global sponsor of the UEFA Champions League, Mastercard sought to go beyond digital impressions and passive viewership. The brief was clear: design an experience that would strengthen partner relationships, reinforce Mastercard’s positioning as a lifestyle brand, and deliver a premium, culturally resonant activation. Our response? Reimagine Wembley—right in the heart of Lagos.

Turning a Global Asset into Local Relevance

The task was to deliver a high-impact, high-touch UCL viewing experience that balanced exclusivity with inclusivity. With a short lead time and a diverse guest profile, the stakes were high. We had to seamlessly integrate logistics, brand storytelling, entertainment, and flow, ensuring that every moment aligned with Mastercard’s brand equity and global standards.

From Insight to Execution

On June 1st, 2024, over 300 carefully profiled guests converged at Landmark Centre, Lagos—where the venue had been transformed into a stadium-inspired environment echoing the spirit of Wembley.

From ideation to execution, the experience was anchored in brand strategy and sensory storytelling.

Pre-match engagement included live trivia powered by Kahoot, driving real-time participation and energizing the audience.
Football icon Jay Jay Okocha brought authenticity and nostalgia, delivering live analysis and connecting guests to the sport beyond the screen.
Crayon, a leading Nigerian artist, infused post-match celebration with cultural energy, reinforcing Mastercard’s affinity with youth and entertainment.
Event host Chisom kept the tempo high, maintaining audience connection throughout the experience.
A curated menu from four distinct culinary vendors served both African and continental dishes—reflecting diversity while enhancing guest satisfaction.

Every touchpoint was designed to deepen brand intimacy, turning the UCL Final from a match into a memory.

Positioning Mastercard as More Than a Financial Brand

This was not just a viewing. It was an intentional brand encounter.

Guests didn’t leave talking about logistics or decoration. They left with a redefined perception of Mastercard—as a brand that is not only premium and innovative, but also culturally attuned and emotionally intelligent.

The experience bridged football, culture, and lifestyle, aligning Mastercard with meaningful moments.
Brand assets were embedded organically, ensuring visibility without overpowering the experience.
The event drove emotional resonance, leading to brand recall and advocacy beyond the match night.

Measured Impact and Strategic Outcomes

The event hosted 300+ high-value guests—including Mastercard’s partners, stakeholders, and influencers—with sustained engagement from arrival to closing. Feedback emphasized the event’s quality, attention to detail, and lasting impression—described by many attendees as “the most refined viewing experience they’d attended.” While operational challenges such as guest-list timing created minor friction, agile planning and on-ground responsiveness ensured a seamless recovery.

Why Experiential Still Wins

In today’s hyper-digital, hyper-distracted marketplace, attention is the new currency. Experiences—those that are felt, lived, and remembered—cut through the noise. This campaign reaffirms that a well-orchestrated brand experience does more than entertain. It drives connection. It creates moments that lead to movements. And it builds equity in ways a banner ad never could. That’s what we do at Connect Marketing Services and it’s why Mastercard continues to trust us with moments that matter.