UEFA Digital Strategy & Fan Engagement

Digital Strategy

Business Objectives

UEFA is a governing body presiding over the world's most popular and iconic club football tournament in the Champions League. While a hugely successful B2B operation, UEFA's capacity to engage fans directly was under-developed and needed clear definition and agreement across the business.

UEFA approached Seven League to do a root-and-branch audit of its digital operations and define its digital strategy for the next five years.

Our Approach

Seven League worked with senior leaders at UEFA to agree its new digital strategy. In order to do so, we embarked on a journey of individual consultations, interviews and group workshops.

We looked at how the organisation allocates resources, the markets it chooses to prioritise, its approach to social media and streaming and the way in which it serves its various stakeholders via digital media.

We also explored how UEFA could build its capabilities as a media entertainment business, alongside its football governance and operations business.

Our work resulted in an overarching view of the organisation’s digital operations with a series of key recommendations to transform the business.


UEFA now has a full-time Head of Digital who continues to work with Seven League to drive the strategy forward.

They have launched a D2C OTT service in UEFA.tv based on a separate piece of work Seven League delivered for UEFA.

Their efforts in fan data acquisition and analysis have seen UEFA sign sponsorship deals with performance marketing advertisers like booking.com and Expedia.

Efforts in new territories have been rewarded with new relationships and partnerships (including the likes of Alipay in China).

Seven League’s expertise in developing and executing digital strategy has helped UEFA modernise and optimise their digital operations.

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