The challenge

UEFA’s Under-17 Championship is often the tournament where future football superstars emerge, proving their mettle and making names for themselves.

The likes of Paul Pogba, David Silva, Christian Eriksen and Wayne Rooney all lit up the U17s early in their careers, so it definitely serves as a launch pad to big things.

With England hosting one of the biggest events in elite age-group football, we were tasked with creating a campaign that drives engagement and ticket sales among football fans, as The FA targeted packed-out stadiums for the U17s.

Our approach

We approached this challenge by bringing together the expertise within our business. We brought in Indicia, the KMMS communications agency, to collaborate with our on-site creative production team and lead the ideation process.

This led to the creative idea:


The today/tomorrow conceit creates excitement by quickly and clearly communicating the U17s Championship as the event where big careers start and big names are made. And, because the tournament was to be hosted at various local football clubs, it hammers home the message that the U17s is a chance to see elite young talent playing in your town.

Today, Walsall.
Tomorrow, Wembley.

Today, Burton.
Tomorrow, the Bernabeu.

Today, Chesterfield.
Tomorrow Camp Nou

Our creative approach to the U17s European Championship. The campaign idea, activated

The concept was adapted seamlessly across all kinds of media by The KMMS creative production on-site teams – from social posts and banner ads to appeal to digital natives, to striking OOH billboards to catch the eye of older fans and parents who spend less time online.

The results

By getting closer, we created a winning campaign.

On the first hosting of the tournament in England, our striking creative was brought to life at the five venues: Burton Albion, Walsall, Chesterfield, Loughborough and St George’s Park.

Due to our already close relationship with the FA, and thanks to our on-site teams, we were able to efficiently and cost-effectively roll out the print and digital assets.