ESPN EMEA has created a new branded content series for Mastercard as part of a countdown to the UEFA Champions League final in Madrid on 1st June.
The series, entitled ‘Project: Madrid’, is designed to give fans an insight into the excitement and anticipation surrounding the match between Liverpool and Tottenham Hotspur. Project: Madrid will feature five videos counting down to the match at Atlético Madrid’s Wanda Metropolitano stadium. Videos will feature updates from ESPN reporters in Madrid, as well as player interviews, fan reactions and the big talking points surrounding the final.
The series will seek to capture the atmosphere in Madrid, Liverpool and North London, and will be available in the UK, Spain, Italy and Germany. Episodes will be released each day in the lead-up to the final and will appear on ESPN’s Twitter, Instagram and YouTube channels.
The majority of the content will be captured and edited into a five-minute package and then published at 8pm on the same day. The series will be presented by Mollie Kmita, a footballer for Gillingham Ladies. Kmita will sample the sights and sounds of Madrid, interviewing fans and former players, going behind the scenes at the Wanda Metropolitano and meeting the F2 Freestylers group.
Alan Fagan, Vice-President, Disney Media Sales and Partnerships and ESPN EMEA, said: “Project: Madrid is a great example of the innovative, off-platform creative solutions we can provide for brands. ESPN prides itself on the quality of its storytelling, and this year’s UEFA Champions League has all the ingredients to be one to remember. The fan perspective is always important to us, but this one could be a little bit special.”
Mastercard is a long-term partner of UEFA and last year extended its sponsorship of the Champions League to cover the four-year cycle from 2018-2021.