UEFA called on augmented reality technology to promote its Women’s Champions League Final in Budapest on Saturday.
The #WePlayStrong women’s football campaign placed a teenage girl at the centre of Budapest’s Ferenc Puskás statue ahead of Saturday’s match between Olympique Lyonnais and Barcelona.
UEFA utilised the AR technology to update the scene, which featured Hungarian football legend Puskás playing keepy-uppy with three school boys, with a figure known as Csilla.
A popular name for girls in Hungary, Csilla translates as ‘star’ and the initiative was designed to raise awareness of the final and celebrate the launch of UEFA’s new women’s football strategy, Time for Action.
The AR footage was posted on the official #WePlayStrong Instagram account and drew praise from a host of players and influencers.
Roman Putsch, Head of Marketing Activities for UEFA, said: “Ferenc Puskás is one of the greatest names in the history of world football and is revered in his homeland. We noticed the statue in his honour had something missing – a girl.
“Adding our augmented reality creation, Csilla, to the three young boys in the scene not only made a statement for women’s football on the eve of the UEFA Women’s Champions League final but is also in keeping with our philosophy for our UEFA Women’s Football strategy, #TimeForAction.”
Saturday marked the first time the women’s Champions League final has been held independently of the men’s version, which will take place in Madrid on 1st June.
UEFA’s Time for Action campaign launched on Friday, marking the body’s first dedicated strategic plan for the women’s game, with the main goal of doubling participation across member associations to 2.5 million.
The five-year strategic framework will run from 2019 to 2024 and will seek to support, guide and lift women’s football and the position of women in football across Europe.