Best Social Media Campaign
InCrowd x UEFA – The new Champions League Format
The introduction of new formats for UEFA’s men’s club competitions in the 2024/25 season was a pivotal moment in the history of European football. Making wholesale changes to a hugely successful formula which had been largely untouched for 30 years required consistent, correct and informative content that engaged fans, explained the concept and celebrated the big moments. InCrowd’s team of social media channel managers, web / app content editors, video producers, graphic designers and content strategists produced a suite of assets and strands to help amplify wider communications. Using in-depth platform knowledge, InCrowd adapted UEFA’s messaging to help fans’ enjoyment of the competitions, their twists and turns, explaining how it worked and what it meant. In parallel, InCrowd was tasked with strengthening UEFA competitions’ pre-eminent position in digital sport distribution, specifically solidifying the Champions League’s status as the most followed sports competition in the world – an achievement we hit by attaining a scarcely believable 29.4bn social media video views over the course of the season, 60% more than the previous campaign.
Qatar Airways x FIFA – One Year to Go
In celebration of the countdown to the FIFA World Cup 2026, Qatar Airways launched One Year to Go, an ambitious campaign that reaffirmed the airline’s position as the Official Airline Partner of football’s most iconic tournament. Reuniting FIFA legends Romário and Roberto Baggio for the first time since their storied 1994 World Cup final, the campaign set out to reinforce Qatar Airways’ deep connection with football and amplify global visibility around its FIFA partnership, all whilst driving engagement and consideration for Qatar Airways’ World Cup 2026™ travel packages.
One Year to Go celebrates football’s legacy, exemplified with a cinematic film that showcased the transfer of the World Cup trophy from Qatar where the World Cup 2022™ was held to the Americas were the World Cup 2026™ will be held. The film, featuring Romário and Baggio, acts as a symbolic handover underscored Qatar Airways’ role in delivering football’s most cherished prize to the next tournament, reinforcing the airline as the trusted carrier for one of the world’s biggest sporting events. The creative narrative highlighted Qatar Airways’ commitment to “bringing people together”, positioning the airline as a global connector of fans and football culture.
SCHOTT AG – The Summer Transfer
SCHOTT is a global technology group and leading manufacturer of specialty glass and advanced materials, employing more than 17,000 people worldwide and headquartered in Mainz, Germany. Rooted in the region, SCHOTT operates in highly demanding industries where trust and long-term partnerships are essential.
When SCHOTT extended its partnership with Bundesliga club Mainz 05 for another three years and upgraded to “Exklusive Partner,” the challenge was to communicate this step without classic sponsorship messaging. The goal was to create a culturally relevant moment that resonated with fans and the region.
“The Summer Transfer” reframed the announcement as an unexpected football signing at the start of the new season. Inspired by transfer-window rituals and shot at the MEWA Arena, the film embedded the message directly into football culture.
Released via social media during peak pre-season attention, the film quickly became a talking point in Mainz. It strengthened the emotional perception of the partnership and reinforced SCHOTT’s long-term commitment to Mainz 05—demonstrating how sponsorship can succeed as a partnership on eye level rather than logo visibility.
Scottish FA – Unapologetically Scottish
After a 28-year absence from the world’s biggest stage, The Scottish FA recognised that qualifying for a World Cup required more than just tactical prowess it required a unified nation. Following a major brand refresh the Scottish FA launched an innovative, “unapologetically Scottish” activation, designed to bridge the gap between the fans and the National Team.
The centrepiece was a Special Build Ring Doorbell Billboard, a world-first OOH activation that transformed a traditional advertisement into an interactive portal. Fans were invited to “press the bell” and record personal messages of support directly for the players. This campaign moved beyond traditional ROI, focusing instead on winning “hearts and minds” encouraging a deeper sense of togetherness.
Southampton FC – Summer Signings
To announce Southampton’s summer signings, we turned a traditionally reactive moment into a social storytelling platform. We produced eight bespoke announcement videos, each unveiling a new signing through a self-made retro video game.
Inspired by the club’s retro-themed 2025/26 kits and aligned with the launch of LEVEL1, the new competitive gaming venue at St Mary’s, the campaign fused football, gaming, and nostalgia. Using custom 8-bit graphics, each video built sequentially on the last, steadily raising anticipation and sustaining fan engagement throughout the summer transfer window.
The series rewarded repeat viewing with discoverable ‘Easter eggs’, subtly promoting new retail items while delivering tongue-in-cheek humour aimed at former players and rivals Portsmouth. This encouraged organic sharing, conversation and community participation.
Overall, the campaign elevated transfer announcements into premium, entertainment-led content, strengthening our brand presence.
It also reinforced our reputation for innovative social storytelling and deepened supporter connection during a key pre-season period.
Sunderland AFC – ‘Til the End
Sunderland AFC operates in one of the most emotionally charged environments in sport, where the Club, city, and supporters are deeply interconnected.
In a landscape where authenticity is increasingly rare, SAFC’s social channels serve as both a commercial driver and a cultural heartbeat, engaging lifelong fans and a rapidly expanding global fanbase.
This time, digital storytelling didn’t just reflect the journey — it directly influenced momentum on the pitch.
After leading the Championship in November, Sunderland’s campaign faltered, ending with five consecutive defeats and widespread burnout.
Instead of fading, a small team committed to a bold idea: go ‘Til the End.
Grounded in the Club’s brand purpose, ‘the Relentless Obsession’, the digital team resisted early launch pressure and waited for the perfect moment.
On 5 May, a social takeover signalled a new narrative. A refreshed visual identity, bespoke player photography, fan-generated storytelling, and an interactive fan wall placed supporters at the heart.
Embedded content teams captured real-time drama, and the campaign delivered 227 million impressions, 11.3 million engagements, and 383,000 new followers, earning global recognition and generating over £500,000 in retail sales.
This wasn’t just a campaign — it was a movement that led the Club back to the Premier
The FA x First Time Fans
The Football Association wanted to dispel some myths about what it’s like to attend a football match and showcase “the love of the game”.
To do so, we turned the cameras on the fans, capturing the experience of “first time fans” as Thomas Tuchel took on his first England game. Each of our fans was micced-up for sound to capture their reactions, whilst nine cameras were set up across the ground to capture their first experience in the stands.
270 minutes of footage were then edited into captivating, made-for social films turned-around in just 36 hours (before the next England game), ready for Instagram owned channels and re-cut for social-first publishers across the football eco-system.
Overall 9.2 million people watched the film. Post campaign research found that the “First Time Fans” film was recalled by over 56% of self-identifying “football fans”.
87% of them said the content changed their perceptions of what football fans at live games were likely to be like as people. 92% said that it made them think that going to their first game would be a positive experience. Of those who recalled the campaign, 72% said that they were more likely to consider attending a match.
The FA – Lionesses at WEURO 2025
At every tournament, The FA uses social media to bring its audiences closer to the England teams: giving the public unparalleled access to the players that represent them and building the connections that drive on-field success. The Lionesses’ victory at UEFA Women’s EURO 2025 was testament to that strategy.
As Sarina Wiegman’s side set out in pursuit of a second successive European title, The FA’s social channels – and the communities they have curated – were with them every step of the way.
With an exclusive podcast, a continued embrace of vertical video and an all-access pass to some of the most dramatic moments in Lionesses history, The FA’s tournament content was seen more than 890 million times, generating over 31 million engagements and attracting over new 750,000 followers.
From St. George’s Park to Switzerland – and, finally, to Buckingham Palace – The FA’s social channels took Lionesses fans on every step of an incredible journey.
