Goals
Define and develop a cultural narrative early, strategically positioning the UEFA Women’s EURO 2025 at the intersection of sports and culture with a clear, family-centred story.
Maximise stakeholder engagement across Switzerland and the eight host cities by equipping them, the government, and partners with one unified plan and shared messages.
Drive tangible results across the board, including securing public funding, solidifying sponsorship, achieving record ticket sales, and ensuring sustained fan engagement.
Goals
Define and develop a cultural narrative early, strategically positioning the UEFA Women’s EURO 2025 at the intersection of sports and culture with a clear, family-centred story.
Maximise stakeholder engagement across Switzerland and the eight host cities by equipping them, the government, and partners with one unified plan and shared messages.
Drive tangible results across the board, including securing public funding, solidifying sponsorship, achieving record ticket sales, and ensuring sustained fan engagement.
We set out to achieve transformative results by repositioning the UEFA Women’s EURO 2025 tournament in Switzerland as a cultural phenomenon. Our mission was clear. We didn't just market a tournament; we built a unifying narrative and story, "The Summit of Emotions", and turned it into an 18-month strategic plan that aligned every single stakeholder, from hosts to fans.
We set out to achieve transformative results by repositioning the UEFA Women’s EURO 2025 tournament in Switzerland as a cultural phenomenon. Our mission was clear. We didn't just market a tournament; we built a unifying narrative and story, "The Summit of Emotions", and turned it into an 18-month strategic plan that aligned every single stakeholder, from hosts to fans.
Challenge
Challenge
The challenge was unprecedented: for the first time, the UEFA Women’s EURO was hosted in Switzerland, and it demanded more than just a campaign—it required a national cultural narrative. Cultural Repositioning: Major events are now cultural moments, so the brief was to position this tournament at the intersection of sport and culture, reaching families, casual fans, and die-hard fans alike. The Early Advantage: We recognized that starting early would give us a competitive edge. We needed to kick off 18–24 months before the tournament to build momentum while others were distracted by the men's EURO cycle. Reframing the Message: Our strategy successfully reframed the message from a pure “female empowerment” focus to a broader family celebration, without sacrificing authenticity. Securing Buy-in: We had to effectively engage and gain the confidence of government entities and local host cities to translate the tournament's values into a cohesive, actionable plan. Commercial Validation: The strategy needed to attract and retain national sponsors, demonstrating clear, compelling value and opportunity.
The challenge was unprecedented: for the first time, the UEFA Women’s EURO was hosted in Switzerland, and it demanded more than just a campaign—it required a national cultural narrative. Cultural Repositioning: Major events are now cultural moments, so the brief was to position this tournament at the intersection of sport and culture, reaching families, casual fans, and die-hard fans alike. The Early Advantage: We recognized that starting early would give us a competitive edge. We needed to kick off 18–24 months before the tournament to build momentum while others were distracted by the men's EURO cycle. Reframing the Message: Our strategy successfully reframed the message from a pure “female empowerment” focus to a broader family celebration, without sacrificing authenticity. Securing Buy-in: We had to effectively engage and gain the confidence of government entities and local host cities to translate the tournament's values into a cohesive, actionable plan. Commercial Validation: The strategy needed to attract and retain national sponsors, demonstrating clear, compelling value and opportunity.
Results
Results
PACE's strategic approach and relentless execution delivered significant, measurable, and record-breaking outcomes:
Narrative Shift Delivered: We successfully transitioned from a singular focus to a family-centred, culture-first story — "The Summit of Emotions" — making the tournament relatable and inclusive to a far wider audience.
Government Support Unlocked: Our early strategic groundwork directly unlocked additional substantial government funding for host cities, a result directly linked to the strength of our marketing strategy and narrative.
Record-Breaking Ticket Sales: The campaign achieved record-breaking ticket sales exceeding 680’000, easily surpassing the previous tournament’s 575’000 total, with a stadium capacity filled to 98%
Localised Fan Growth: We successfully launched and rapidly grew a dedicated social media channel, increasing its followers from 5k to over 30k followers within weeks, significantly boosting localised engagement and awareness.
Commercial Confidence: Through our nationwide promotion plan, we created attractive touchpoints for the four new national sponsors—Swissquote (JuH), Lidl Schweiz, AXA, and Swisscom—demonstrating absolute buy-in to the compelling story and vision.
PACE's strategic approach and relentless execution delivered significant, measurable, and record-breaking outcomes:
Narrative Shift Delivered: We successfully transitioned from a singular focus to a family-centred, culture-first story — "The Summit of Emotions" — making the tournament relatable and inclusive to a far wider audience.
Government Support Unlocked: Our early strategic groundwork directly unlocked additional substantial government funding for host cities, a result directly linked to the strength of our marketing strategy and narrative.
Record-Breaking Ticket Sales: The campaign achieved record-breaking ticket sales exceeding 680’000, easily surpassing the previous tournament’s 575’000 total, with a stadium capacity filled to 98%
Localised Fan Growth: We successfully launched and rapidly grew a dedicated social media channel, increasing its followers from 5k to over 30k followers within weeks, significantly boosting localised engagement and awareness.
Commercial Confidence: Through our nationwide promotion plan, we created attractive touchpoints for the four new national sponsors—Swissquote (JuH), Lidl Schweiz, AXA, and Swisscom—demonstrating absolute buy-in to the compelling story and vision.
Solution 1
Solution 1
Building a cultural narrative early
We took an 18–24 month head start, treating WEURO 2025 as a cultural event with football at its heart.
The unifying narrative, "The Summit of Emotions," was used to capture the unique spirit of Switzerland and the tournament's emotional pull.
We reframed the story from a solely female empowerment lens to a family celebration that resonated across Switzerland’s cultural fabric.
This single, relatable message was amplified across every touchpoint: television, radio, digital, social media, ambassadors, influencers, conferences, and trade events.
Building a cultural narrative early
We took an 18–24 month head start, treating WEURO 2025 as a cultural event with football at its heart.
The unifying narrative, "The Summit of Emotions," was used to capture the unique spirit of Switzerland and the tournament's emotional pull.
We reframed the story from a solely female empowerment lens to a family celebration that resonated across Switzerland’s cultural fabric.
This single, relatable message was amplified across every touchpoint: television, radio, digital, social media, ambassadors, influencers, conferences, and trade events.
Dantey Buitureida / Shutterstock
Marco Iacobucci Epp / Shutterstock
Dantey Buitureida / Shutterstock
Marco Iacobucci Epp / Shutterstock
Solution 2
Solution 2
Securing stakeholder engagement
To break the restrictive event-to-event mindset, we brought the national cultural narrative to the key decision-makers early.
We actively advocated our marketing narrative directly to governmental bodies and host cities through carefully curated events, executive briefings, and strategic presentations, notably in Bern.
We demonstrated how a culture-first position would drive tourism, civic pride, and local impact, which created more confidence among stakeholders.
This clarity and confidence directly resulted in securing substantial additional funding from political entities, dramatically enhancing local host city infrastructure and tournament visibility.
Securing stakeholder engagement
To break the restrictive event-to-event mindset, we brought the national cultural narrative to the key decision-makers early.
We actively advocated our marketing narrative directly to governmental bodies and host cities through carefully curated events, executive briefings, and strategic presentations, notably in Bern.
We demonstrated how a culture-first position would drive tourism, civic pride, and local impact, which created more confidence among stakeholders.
This clarity and confidence directly resulted in securing substantial additional funding from political entities, dramatically enhancing local host city infrastructure and tournament visibility.
Michael Derrer Fuchs / Shutterstock
Jeewa A. / Shutterstock
Michael Derrer Fuchs / Shutterstock
Jeewa A. / Shutterstock
Solution 3
Solution 3
Driving sponsorship and fan engagement
Our early, clear, and family-centred narrative made the decision for sponsors to buy-in seamless.
A collaborative approach with UEFA and Swiss Tourism ensured partner sponsors bought into the overarching narrative, not just a transactional sponsorship package.
Simultaneously, we launched and rapidly scaled a highly engaging social media channel dedicated to providing localised content.
This channel focused on relatable on-the-ground stories, human moments, host-city pride, and practical information, successfully turning our national narrative into unprecedented fan growth and interaction, which directly supported the record-breaking ticket sales.
Driving sponsorship and fan engagement
Our early, clear, and family-centred narrative made the decision for sponsors to buy-in seamless.
A collaborative approach with UEFA and Swiss Tourism ensured partner sponsors bought into the overarching narrative, not just a transactional sponsorship package.
Simultaneously, we launched and rapidly scaled a highly engaging social media channel dedicated to providing localised content.
This channel focused on relatable on-the-ground stories, human moments, host-city pride, and practical information, successfully turning our national narrative into unprecedented fan growth and interaction, which directly supported the record-breaking ticket sales.
Marco Iacobucci Epp / Shutterstock
Jeewa A. / Shutterstock
Marco Iacobucci Epp / Shutterstock
Jeewa A. / Shutterstock
