UCL match as a bridge for esports activation in Leverkusen

The connection between football and esports is gaining momentum! During the Champions League match day between AC Sparta Prague and Bayer Leverkusen, we joined forces with the German club’s esports team to showcase how rivalry on the field can be mirrored in the virtual world.

Our joint activation brought many unforgettable moments. As part of a traditional ritual, both teams exchanged specially designed jerseys, symbolizing not only mutual respect but also the growing connection between traditional sports and esports. Additionally, we created a wealth of exclusive content for both clubs' social media, which received tremendous fan engagement.

One of the highlights of the program was the sports challenges, filmed directly on Bayer Leverkusen's training pitch. Esports players and footballers had the chance to compete not only on consoles but also in real-life sports settings.

A showmatch took place in the legendary Fanworld, where we put on an exciting virtual match in front of a live audience. The atmosphere was fantastic, proving how much esports can enhance match-day experiences and traditional fan culture.

We then enjoyed the Champions League match together, wrapping up a day full of sports, entertainment, and innovation. Our collaboration with Leverkusen resulted in record-breaking Instagram engagement, further proving the enormous potential of such initiatives.

We look forward to more projects like this, pushing the boundaries of both esports and traditional sports to new heights!