EiA worked with UEFA during UEFA EURO 2020. The challenge focused on providing insights into how Gen Z were consuming live and non-live television, sponsorship activation and how to raise engagement levels among this demographic audience during the tournament.

The students undertook extensive research and came up with some innovative and well thought through suggestions which were welcomed by the panel from UEFA.

“The presentation opened our eyes to the value of establishing a direct unfiltered connection with Gen Z. It allowed us to identify interests and expectations as we look to improve our engagement with this demographic as a way of expanding opportunities and safeguarding the future.” Keith Dalton, UEFA Chief of Football Operations.

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