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Berlin finale for Legendary Moments campaign

The UEFA Champions League and European Cup Legendary Moments campaign concludes with a celebration of the most unforgettable instances from the last 60 years.

One of the Legendary Moments celebrated in Berlin
One of the Legendary Moments celebrated in Berlin ©UEFA.com

The UEFA Champions League and European Cup Legendary Moments campaign concludes in Berlin with a celebration of the most unforgettable instances from the last 60 years.

The season-long poll has reached fans around the world, with supporters selecting their own favourites. The five most popular are being honoured in Berlin with art installations across the city.

UEFA marketing director Guy-Laurent Epstein said: "The UEFA Champions League brand is incredibly strong. Last year's final had an average of 184 million television viewers, making it the most-watched annual sporting event. The stadium could have been sold out several times over. So this campaign is about connecting the millions of fans around the world who aren't able to attend the biggest game in world club football and celebrate the legendary moments of the last 60 years. And for a lucky few, a chance to play on the pitch and emulate their heroes."

The campaign, launched in February, has engaged with fans through a series of initiatives:

1. Fan vote – 60 iconic moments from the last 60 years were shared with fans on UEFA.com and over 280,000 votes were polled. The top five were: Manchester United FC's comeback (1999), Zinédine Zidane's volley (2002), Liverpool FC's fightback (2005), Didier Drogba's parting gift (2012) and Real Madrid CF completing 'La Decima' in 2014. There was huge support from the clubs with FC Barcelona, Chelsea FC and Paris Saint-Germain among many urging their fans to get involved. The campaign was also heavily promoted on the UEFA Champions League Facebook, Twitter and Instagram pages, which account for a combined audience of over 53 million.

2. A series of five short films were released across UEFA.com, including interviews with the protagonists from the Legendary Moments and a host of current star players.

3. In Berlin, a high-profile city tour was held, with the UEFA Champions League trophy escorted by five leading German celebrities, including tennis ace Sabine Lisicki and former German international defender Arne Friedrich. They helped unveil five locally created art installations commemorating the top five Legendary Moments as voted by the fans.

4. Berlin's four-day Champions Festival, situated next to the Brandenburg Gate, features a free interactive fan festival from UEFA. Key elements include a UEFA Champions League photo exhibition, interactive Official Partner displays, a trophy photo experience, a fan competition area, free football coaching sessions, the Ultimate Champions football match (broadcast live by Sky Deutschland) and the donation of a nearby five-a-side pitch to Berlin.

5. The day after the final, fans from around the world will have the opportunity to relive the best moments from the previous evening as they get to play on the pitch. The match for competition winners will see two sides led by famous ex-UEFA Champions League players battling to be crowned the fans' champions on the pitch at the Olympic Stadium.

Guy-Laurent Epstein added: "The fully integrated Legendary Moments campaign sees UEFA put in place a three-pronged strategy to grow the UEFA Champions League brand and grow football around the world – reaching a global audience, engaging new young fans and leaving a positive legacy for football in the host country by raising the profile of the game and engaging non-football fans. We hope the 2015 final is our biggest ever and inspires a new generation of fans around the world into the magic of the best of the best on the ultimate stage!"

Images from the installations are available for download here: http://we.tl/g4lWxIcUGD