October 26 – UEFA and the European Commission have launched a new TV ad campaign as their joint agreement on promoting climate action enters its second season of a three-year campaign.
The ad aims to raise public awareness about Europe’s climate and energy priorities and will go live this week across UEFA’s pan-European men’s and women’s club and national team competitions, including the men’s Champions League and Women’s Champions League.
The collaboration is between UEFA and the flagship EU Green Deal and promotes EU messages on saving energy and encourages people to take simple steps to help face the current energy crisis in Europe.
“The partnership between UEFA and the European Commission is a reminder of how important it is for European football to support societal priorities,” said UEFA.
The campaign reinforces UEFA’s commitment to the European Climate Pact, which invites citizens, communities and organisations to help the European Union achieve the Green Deal and Europe’s transition to an economy with net-zero greenhouse gas emissions by 2050.
UEFA support for the Pact was launched in December 2020, with a commitment to leverage its elite competitions by running a joint three-year TV advertising campaign to promote the Green Deal.
The ad for the first season – #EveryTrickCounts – was shown at more than 300 matches across UEFA’s club and national team competitions in both women’s and men’s football, including futsal.
The TV spot was aired almost 3,000 times in EU markets and for the men’s Champions League final reached an estimated unique audience of around 35 million. The average unique audience for a men’s UEFA Champions League matchday was 24 million.
Additionally the LED boarding brought a boost for EU identity, with the EU flag and EU Green Deal hashtag.
In line with the UN Race to Zero campaign, UEFA has committed to the goal of cutting greenhouse gas emissions by 50% by 2030 with the aim of achieving net zero carbon by 2040 within UEFA, across UEFA events and across European football.
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