The Brief

With the launch of the new UEFA Champions League format for the 2024/25 season, UEFA and lead sponsor Just Eat wanted to activate their partnership in a way that went beyond traditional sponsorship visibility.

The brief was to create a tournament-long, social-first content series that would bring fans closer to the competition, feel culturally relevant and integrate Just Eat naturally into content previewing upcoming matchweeks.

The Insight

As the primary channels for the content were UEFA’s, a key challenge for us was to try and balance both food and football. 

While UEFA’s desire was to own the matchday preview space, we were acutely aware that our audience wasn’t going to come to our content series for ‘in depth analysis’, forgoing the many existing podcasts and TV shows that already exist. 

Equally, any content too heavily focused on food alone, wasn’t going to engage this football-mad audience.

With that in mind, we hooked each episode of our series around legends of the Champions League that fans want to hear from, asking them to not only share their opinions on the tournament, but also tell engaging stories around their own experiences with both football and food.

The Idea

We created “Matchday Menu”, an episodic, social-first content series designed to run across the Champions League season. Each episode featured iconic Champions League figures - including Joe Cole, Clarence Seedorf, Guti and Dimitar Berbatov - offering pre-match analysis, predictions and insight, alongside unheard career stories centred around food. 

The Execution

The series ran as a 10-episode format across the tournament.

• Hero episodes lived on UEFA’s website and YouTube
• Social-first cut-downs and teasers were distributed across UEFA and Just Eat’s channels
• Assets were tailored by platform, tapping into social trends and optimised for engagement

The Results

Across the tournament, Matchday Menu delivered standout performance:

• 127 million impressions
• 106 million views
• 2.3 million engagements

The series ran consistently across the tournament and quickly became part of the Champions League’s wider digital output, delivering scale while keeping fans engaged matchweek after matchweek.