M+C Saatchi launches HOME 28 for Euro 2028

The alliance is based on the premise that while Euro 2028 will be a single tournament, its cultural impact will differ across the host nations.

M+C Saatchi Sport & Entertainment has launched HOME 28, a strategic agency alliance designed to help brands develop campaigns around UEFA Euro 2028 across the UK and Ireland.

The collective combines M+C Saatchi Sport & Entertainment’s sport and culture expertise with agencies in each host nation, bringing together local market knowledge, relationships and cultural understanding with the resources of an international integrated agency.

M+C Saatchi alliance targets Euro 2028 opportunities

HOME 28 includes WCS agency in Wales, 53Six in Ireland and AW3 in Scotland.

The agencies will work on connected tournament strategies while tailoring activity to individual fan cultures, communities and local contexts.

M+C Saatchi Sport & Entertainment works with brands and rights holders including adidas, LEGO, UEFA, Barclays, Heineken, Unilever, the IOC and Betway. HOME 28 extends its focus on sport and culture by bringing local expertise from across the tournament’s host nations into its planning and activation model.

HOME 28 combines UK and Ireland sports expertise

The initiative is led by Ross Watson, Managing Director, M+C Saatchi Sport & Entertainment, with support from Neil Hopkins, Chief Strategy Officer, Jenny Mitton, Managing Partner, and WSG. The team has worked on UEFA Euro rights acquisition and content output for major broadcasters.

The alliance offers clients services covering sponsorship activation and partnerships, experiential and hospitality, PR and communications, media buying, social and influencer activity, and content creation.

Ross Watson, Managing Director, M+C Saatchi Sport & Entertainment: "UEFA Euro 2028 on home shores is going to be an extraordinary cultural moment. Playing out across national stadiums and iconic club grounds throughout the UK and Ireland, its impact will be felt across nations, regions and communities, both during the tournament and long after it.

"But the opportunity for brands is much bigger than simply being present around football. It's a chance for them to demonstrate their commitment to, and understanding of, their audiences in an unprecedented way.

"HOME 28 gives our clients one holistic team of experts on the ground who are attuned to the communities, cultures and nuances that will determine whether a brand earns a meaningful and enduring role in the lives of audiences."

Alliance offers integrated Euro 2028 brand activation

Tom Fox, Co-Founder, 53Six: "The biggest sporting moments create culture far beyond what happens on the pitch. UEFA Euro 2028 will generate different behaviours, rituals, conversations and opportunities across every host nation. Our job is to understand those dynamics early and help brands build strategies that are coherent at tournament level but locally meaningful in execution. Bringing these teams together now means we can support clients planning for that opportunity with both the big picture and the local detail in view."

HOME 28 will work with existing and prospective clients in the run-up to UEFA Euro 2028.

sportandentertainment.mcsaatchi.com

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