Uefa is searching for an external media agency to carry out a range of marketing promotions and services around its competitions and competition-related activities during the 2021-22 to 2023-24 cycle.
An invitation to tender (ITT) issued by the governing body indicates the successful agency will be responsible for media buying and for developing marketing strategies and campaigns for the organisation, as well as delivering sponsor activations on all of Uefa’s social media channels.
The ITT also includes a requirement for the agency in question to carry out regular analysis, reporting and dashboarding on the success of these campaigns that adheres to Uefa’s own reporting methodology.
The football organisation said the cycle from 2021 to 2024 provides ‘an ideal opportunity’ to ensure its media agency structure ‘addresses Uefa’s evolving needs and objectives’. On this point, the ITT references the governing body’s attempts to leverage and collect more first-party data and its increased activities in China.
Uefa currently uses a combination of in-house teams and external agencies to activate its marketing campaigns.
Internal teams have tended to deal with customer relationship management and have historically activated sponsorship rights, and marketing campaigns for women’s football, ticketing and licensing. Uefa’s media buying has typically been conducted by an external agency.
Additionally, the Two Circles agency provide some email marketing services to the federation and advises Uefa member federations on data and marketing strategies through the Uefa Grow central business development support programme.
Uefa is currently inviting expressions of interest from marketing agencies and has set a deadline of March 17 for expressions of interest.
Among other things, the ITT requires candidates to provide a summary document outlining proof of their abilities to deliver media agency services globally – particularly in Europe, Brazil, India and China – and to provide details of successful case studies with other clients.
Joseph Gaillard, marketing campaigns expert for Uefa, is handling the tender process. More details on the ITT can be found here
