The Playbook.
Practical frameworks, partnership templates and growth recipes — ready to adapt to your market. Built from what's worked across UEFA national associations, clubs and commercial partners.
Frameworks & templates.
A growing library of tested recipes — every framework is plug-and-play, with a worked example, an editable template and a KPI scorecard. Four example chapters — coming soon.
The audience-first activation framework
How to build a partnership campaign starting from a single audience cohort in the data — and end with a measurable lift target. Includes the planning template, the briefing-deck format and the post-campaign evaluation grid.
Cross-product activation playbook
How to leverage the 68%-overlap between men's and women's club fans across ticketing, merch, and content. Step-by-step segmentation rules, eligible inventory mapping, and a sample joint pitch-pack.
Family-fan acquisition
Targeting the 50% of fans with a child aged 14 or under. School pipelines, stadium experience design, family ticket pricing models, and the long-arc lifecycle plan to convert family attendance into adult-fan retention.
The 20–29 recruitment plan
Closing the +0.6x cohort gap. A creator-led, social-first activation framework using TikTok / Reels short-form. Channel mix, content cadence, and the scorecard that lets you call it within 90 days.
Templates that ship with every framework.
Plug-and-play assets so you don't have to start from a blank page — adapted for the specific framework, ready for your team to fork.
Pre-built slide structure aligned to the framework's KPIs.
One-page cohort definition pulled directly from Data Analytics.
Lift, reach, recall and cost-per-fan benchmarks set against EU avg.