Bespoke Hospitality Experience
Nike is the team sponsor of two of the world’s biggest clubs, Manchester United and Barcelona. In May 2011, they both reached the UEFA Champions League Final, and for Nike it was vital that they had a platform at the event to host VIPs and amplify the brand’s involvement in the world’s biggest club match.
However, despite being a key partner for both finalists, Nike had no rights to be at the Final, outside the standard unbranded spaces within Wembley itself.
We looked at every option, and finally found a greenfield site that had never been used before, just a couple of hundred metres from the Stadium. The site itself was secured for a small fee, but the real challenge was connecting to Wembley. By negotiating with Chiltern Railways, we were able to secure access over a private railway footbridge, meaning our experience was now literally seconds from the game.
With the site secured, we erected a structure and built a unique Nike experience inside celebrating Nike’s relationship with both clubs. It included big integrated AV for watching the warm-up to game, kit displays, a Nike ID studio and design details such as bespoke Nike CL Final 2011 wallpaper.
Not only did we provide an amazing experience for Nike stakeholders, but also provided a platform for Sky Sports to broadcast their build-up coverage live, which included interviews with a number of key Nike athletes, and delivered amazing exposure for the brand.
This project won a highly coveted Eventia Award for best Hospitality Event 2011.
Interior set up.
Immersive content including bespoke wallpaper.
