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Whatever It Takes, The Athletic Wants You to Get Behind Your Team in Euros 2020

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Subscription-based sports website takes to the skies and streets with Harbour

Whatever It Takes, The Athletic Wants You to Get Behind Your Team in Euros 2020

The Athletic is unrivalled in football journalism for its deep knowledge and tactical analysis and insight. And it’s this match-winning information that is being used to help give players and teams the edge in EUROS 2020. To get insight into the hands of teams across the tournament, The Athletic has engaged Harbour to do whatever it takes. 

Through a series of activations, including social, digital media and racing pigeons, match-specific tactical tips and information is being deployed where teams can’t miss it. 

It all started with the England vs Romania friendly on June 6th, when The Athletic flew a plane banner over the stadium communicating key tactics for England. The campaign continues throughout the tournament, supporting all teams by delivering game specific tactics at match relevant moments. 

Upcoming activity includes a plane flying over the Scotland team training ahead of their game against England, messages delivered to French and German fans in their native tongues. And The Athletic driving 40ft and 18ft trucks carrying messaging on the team coach routes. 

There will also be murals in key locations, digivans, digibikes, social posts, street teams handing out ‘tactics bearing’ swag, DOOH, across Wales, Scotland and England and a small army of pigeon fanciers releasing birds carrying key tactical match winning insights. 

The Athletic is also encouraging fans to amplify their insights as the twelfth man or woman, as they support their clubs throughout the tournament. 

Sinead Bunting comments: “The Athletic is known for delivering the football insight and knowledge that no one else can. And for the Euros we’d like fans to get involved in getting those insights to their team so they can gain the tactical and winning advantage. We are going to do that in every way possible. And have a bit of fun along the way”

Yann-Gael Cobigo & Thibault Michal, creative directors from Harbour, comment: “We’ve loved everything about working on this from start to finish. Yes, we’re comms professionals but we’re also fans too. We want to do everything we can to get the unrivalled football insights from The Athletic to help the teams win at the Euros. We hope everyone will join in too.”

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Creative Director: Yann-Gael Cobigo & Thibault Michal

Producer: Kate Blumer

Client Partner: M-L Robinson

Account Director: Anna Coulter

Strategy Partner: Kevin Chesters


Marketing Director: Sinead Bunting

Editor-in-Chief: Alex Kay-Jelski

General Manager UK: Aki Mandhar


Managing Partner: Ben Way

Client Development Director: Samantha Penman

Senior Account Manager: Gabriella Richardson


Co-Founder and Director: Clàudia Baldellou

Co-Founder and Director: Yee Phillips

Categories: Media and Entertainment, Online Media

Harbour Collective LTD, Wed, 16 Jun 2021 10:10:00 GMT