Case Studies


The Brief

Following a competitive European-wide tender process, Burson Cohn & Wolfe (BCW) was selected to act as lead agency for the bid of Germany for the UEFA EURO 2024. The BCW team in Lausanne, Switzerland was asked to support on all communication and IR aspects of the bid, including development of competitive narrative, campaign planning and execution, international media relations and monitoring, media training and voter outreach, as well as preparation and training for final presentation to UEFA Executive Committee.

Our Response

Based on our comprehensive and well-tested bid methodology, we first assisted Germany 2024 in developing a competitive narrative for the bid; this overall narrative was then further developed using our “Pyramid Principle” framework, which enables a bid to always stay focused on key messages while still providing the necessary flexibility depending on the various audiences. With a strong and compelling narrative as well as a comprehensive campaign strategy in place, we supported the German bid team in their outreach to voters, influencers and media across Europe. Media relations and monitoring focused on both traditional and digital/social media and culminated with a very successful media visit in Germany, with many key European and world football journalists present for several days in Munich. Following weeks of intensive preparation, the final presentation, including an innovative bid film, was delivered by Germany 2024 to the UEFA Executive Committee in Nyon, Switzerland, who voted overwhelmingly to award Germany the UEFA EURO 2024.

On behalf of German Football Association I would like to sincerely thank you for your great work and for the effort made in securing the UEFA EURO 2024 for Germany.

It was a pleasure to work together with you in achieving our common dream. Thank you!

Dr. Friedrich Curtius
Secretary General

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