UEFA, along with partners SEAT and adidas, wanted to give fans a rich content experience to coincide with the first UEFA Europa League final between Fulham FC and Club Atlético de Madrid on May 12.
Haymarket Network director of sport Cormac Bourne said: “This is branded content at its best, with exclusive interviews, highlights of the UEFA Europa League semi-finals and an insider’s guide to Hamburg, the final’s host city.
“We wanted to engage fans through a different platform while complementing all the other coverage out there. It’s a way of tactically packaging great content for the benefit of the fan and the key partners ahead of the final.”
The ‘iMag’ is available in English, German, French and Spanish and the platform was built in-house by Haymarket Network’s digital team.
Close collaboration between UEFA and Haymarket Network has also resulted in a raft of promotional activity aimed at driving fans to the online magazine. This includes html emails in multiple languages, banner ads and editorial.
The technology of the platform can easily be used to produce regular updates throughout tournaments, or extended to other brands requiring bite-sized, engaging digital content.
Haymarket Network has a considerable heritage in sport with a client base including UEFA, The FA, Manchester United, Team GB, BOA, NFL, ATP and RFL.
