UEFA

Sector: Sport
Activity Type: Sports Events/Festival.
Provision: Show-Caller (Event Manager), Programme of Events Management & Implementation, Talent & Performance Provision & Management.

Challenge: In 2009, London won the right to host the UEFA Champions League Final 2011. In the build-up to the Final itself, London hosted a week of celebrations and activity at a time when international focus was on London as a major sporting destination. The central focus of these European celebrations was a unique, never seen before event in London – The UEFA Champions Festival in Hyde Park. The Festival runs to a tried and tested formula and, as well as all the football related exhibits and displays, UEFA required a key partner agency to manage the Programme of Events both in the lead-up to and during the event, provide an on-site Show-Caller to manage the running order and all key production units, an MC to officially announce activities and keeping fans and partners alike fully informed of the POE. The chosen partner agency were also given the specific remit to book and manage the entire Performance & Entertainment schedule.

Delivery: Mash were engaged as the key partner agency for this event – working directly into UEFA. Nearly 50,000 people attended the Festival over the 8 day period  - up 10% on the Madrid Festival the previous year. Mash provided the core on-site management team (Show-Caller, AEM, MC) and the Mash-Booked Talent consisted of DJ, Football Freestylers, Face-Painters, Drum Band, Spanish Band, Balloonists, Acrobats, Break-dancers and Grafitti Artists – with widespread positive feedback gained across the board.

Video Highlights: http://vimeo.com/24758781