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'Get closer' campaign ramps up final excitement

Getting fans even closer to the magic of the UEFA Champions League is the idea behind UEFA's biggest ever final promotional campaign, which places the iconic trophy at its heart.

UEFA has kicked off its biggest and most engaging UEFA Champions League final promotional campaign ever. The 'Get closer' campaign aims to reach fans around the world and allow them to get closer to the UEFA Champions League final, the stars and stardust that surround the annual epic event.

UEFA marketing director Guy-Laurent Epstein commented: "The UEFA Champions League brand is incredibly strong. Last year's final had an average 173 million viewers – that is 38 million more than the latest Super Bowl! The stadium could sell 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. We want every football fan in the world to be able to be part of and feel the magic of the final in Lisbon on Saturday 24 May."

The final will take place in Lisbon on 24 May
The final will take place in Lisbon on 24 May©UEFA.com

The campaign features six key activities that seek to place the iconic UEFA Champions League trophy at its heart and interact directly with fans:

• Trophy Cam – a series of seven short films are being released in April, charting the journey of a mystery UEFA Champions League star (later revealed to be the trophy itself) as it travels from UEFA headquarters in Switzerland to its arrival in Lisbon for the final. The trophy's global expedition included stops in Buenos Aires and Vietnam, as part of the UEFA Champions League Trophy Tour, presented by Heineken, and a visit to a UniCredit grassroots football coaching event in Sofia.

The free events are backed by promotional activities and high-profile ambassadors including Fabio Capello and Ruud van Nistelrooy. The trophy was greeted by amazed fans and celebrity guests with all reactions caught by a hidden camera. The films are launched in collaboration with Facebook and bid to extend the reach of the current 24 million fans.

• Stunt month – by working closely with its Official Partners, UEFA has extended the hidden camera concept of Trophy Cam to capture fan reaction to the trophy appearing unexpectedly around the world, at events designed to inspire new generations of supporters.

• UEFA Champions League trophy selfie app – tailored to allow fans across the globe to share images of themselves interacting with the famous trophy. The app aspires to engage 24 million fans as they share their support for the competition and their club.

• In partnership with adidas, the UEFA Champions League and UEFA Women's Champions League trophies will be taken on a tour of Portugal visiting Porto, Coimbra and Lisbon during the month of May. The #allinucl final trophy tour will enable fans throughout Portugal to get up close to the famous silverware, interact with famous ambassadors and take part in challenges for a chance to win tickets to the final itself.

• In Lisbon the four-day Champions Festival in the central Praça do Comércio comprises the most interactive free fan festival organised by UEFA. Key elements include a UEFA Champions League museum, photo gallery, open-air cinema, interactive Official Partner displays including HTC Starball photo booths, a fan competition area and an interactive media centre for international TV, media and Facebook. There will be free football coaching sessions, the Ultimate Champions legends football match (broadcast live by Sport TV Portugal) and the nearby donation of a five-a-side pitch to Lisbon among many events.

• The UEFA Women's Champions League final on Thursday 22 May will be supported by a concert headlined by international R&B star Anselmo Ralph. Tickets for the final will be available through prominent Portuguese retailer Continente to help inspire and grow women's football in Portugal.

Guy-Laurent Epstein added: "The fully integrated 'Get closer' 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 youth fans and leaving a positive legacy for football in the host country. We hope the 2014 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!"

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