LIDL x UEFA Europa League

Activation design for LIDL at UEFA Europa League final. Bilbao, 2025

brand activation design | sports events

  • In collaboration with CA Sports, we worked together to design their brand activation moment for one of the most important football events in Europe.

    As the global sponsor of UEFA Europa League, Lidl was looking for ideas that would connect with their audience, and show the quality of their fresh products.

    Our proposal included various simple activities for all ages, fresh fruit “pintxos” typical of the region, among others.

Fan zone

The activation area was held outside the stadium in the main Fan Zone. The idea was to create a hub with different activities and areas for all ages, as well as a chill-out area.

The following are a mix of the final project renders and images of the actual event.

Interior

The activation is divided in 5 areas:

  • The Tunnel

  • “Keepie Uppie” area

  • Pintxos Bar

  • Chill zone - interior & exterior

  • Workers area

The Tunnel

The Tunnel is one of the main access points to the stand. It was meant to simulate football players and the Lidl Kids Team walking through before entering the playing field.

The sounds and lights created an atmosphere that turned "The Tunnel" into a unique photo opportunity.

A Keepie Uppie contest where fans showcase who is the most skilled at keeping the ball in the air. Participants can win prizes by achieving the most juggles.

Fans who want to participate in Keepie Uppie will queue up by entering through the tunnel, where they will start soaking up the pre-match atmosphere before stepping onto the field.

Participants can win merchandise prizes if they reach a minimum number of juggles. They will receive prize vouchers they can redeem at the “Merch corner.”

Keepie Uppie

Pintxos Bar

The epicenter of the fan zone will be a central bar where fans can order fresh fruit “pintxos.”

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European Athletics Championship