Champions of business
Video and digital content to support brand awareness of FedEx as a champion of SMEs, coinciding with its sponsorship of the UEFA Champions League
In partnership with FedEx
Year
2025
Client Brief
As an official sponsor of the Champions League, European football’s major tournament, FedEx has brand visibility all over the world, with some 400mn–450mn viewers tuning into the Champions League final (double the number of Superbowl viewers in the US). FedEx wanted to be seen as the logistics partner of choice for global businesses, and recognised that the FT is speaking to business decision-makers and owners on a daily basis. So they chose to work on a multifaceted FT campaign to celebrate businesses working in the football industry.
Credits
Director: Murat Gökmen
Writer of longform article: Sarah Murphy
Writer of longform article: Sarah Murphy
Credits
Director: Murat Gökmen
Writer of longform article: Sarah Murphy
Writer of longform article: Sarah Murphy
Our approach
As the foundation of the campaign, we created a power list to celebrate businesses working in football. FT’s research entity Longitude worked to define the business list, through research and consultation with football industry experts. FT Studio collaborated to pinpoint which stories were ripest for video and digital formats. The challenge was to incorporate the idea of FedEx as an enabler of businesses, as well as telling human stories – while creating a buzz and interest around the Champions League. We produced four engaging films and a longform digital article highlighting football innovators.
