Objectives

UEFA came to us with a dream challenge: connect the Champions League with music.

True to Sid Lee Sport style, we wanted to shake things up - think YouTuber energy with a UEFA budget. Music wasn’t just an add-on for us; it’s woven into the story. Inspired by how next-gen podcasters and creators use music to elevate their narratives, we built Off-Pitch, our very own music-and-football show. A first-of-its-kind series that puts the UCL to a fresh beat.

Execution

We pulled together the hottest rising stars in music, football, and YouTube - Culture Cams, Nieve Petruzziello (aka Stuntpegg), and rapper Formz. Then we teamed up with music legend Toddla T to form our own in-house band packed with the city’s best improvisers.

Next up: Off-Pitch’s look and feel. We wanted pure electricity - youthful, chaotic energy that vibes with both the UCL brand and YouTube culture. 

The identity blends retro gaming, neon accents, and glitchy line art capturing everything that makes Off-Pitch tick: music, football, memes, youth culture, and gaming.

The show drops after every UCL stage, with scripting, music, production, and post - all cranked out on a tight turnaround.

The result? A 20-minute show that recaps the action, previews what’s next, and pairs it all with iconic tracks from UK hip-hop, rap, and grime.

Live Show

To close out the first season of Off-Pitch, we scripted and produced a high-energy live show in Munich at the UEFA Champions League Fan Festival - bringing the excitement of the UEFA Champions League to life, set to a powerful beat.

Results

Off-Pitch is setting new standards for UCL fan engagement, tapping fresh audiences and raising the bar for sports-meets-music content. Fans aren’t just watching, they’re coming back. Social buzz, repeat views, and meme momentum show a fast-growing, invested community.

• Youtube views - 2.5M+
• Tiktok views - 2M+
• Instagram likes - 580K+
• System1 Rating: ★ 5.9 Stars | Spike: 1.35 - well above industry norms

Fans aren’t just watching, they’re coming back. Social buzz, repeat views, and meme momentum show a fast-growing, invested community.

And the Legends Playlist segment earned a standout 5.9-star System 1 rating and a 1.35 Spike Rating, well above industry norms.

With Off-Pitch, UEFA’s not just joining the culture, they’re driving it. And this is just the beginning.