Scotland-based marketing and communications specialist AW3 has teamed up with three leading UK agencies to create ‘HOME 28’ – a new strategic alliance created to help brands unlock the cultural and commercial opportunity of UEFA Euro 2028.

Conceived and led by M+C Saatchi Sport & Entertainment, the collective will combine the London-based agency’s deep expertise in sport and culture with dedicated teams in each host nation, bringing together local knowledge, relationships and cultural understanding with the scale and capabilities of an international integrated agency.

The alliance brings together some of the most experienced sports specialists in each host nation including WCS agency in Wales and 53Six in Ireland and is designed around a simple belief; while UEFA Euro 2028 will be one tournament, it will not be one experience.

Each host nation has its own relationship with football, its own fan cultures, communities and conversations, and its own local realities. The new model will enable brands to build a connected strategy across the tournament while showing up in ways that feel genuinely at home to the people and places hosting.

The initiative is being led by Ross Watson, Managing Director, M+C Saatchi Sport & Entertainment, supported by Neil Hopkins, Chief Strategy Officer, Jenny Mitton, Managing Partner, and WSG, who have overseen UEFA Euro rights acquisition and content output for major broadcasters. The solution offers clients a fully integrated 360-degree capability spanning sponsorship activation and partnerships, experiential and hospitality, PR and communications, media buying, social and influencer, and content creation.

Watson said: “UEFA Euro 2028 on home shores is going to be an extraordinary cultural moment. Playing out across national stadiums and iconic club grounds throughout the UK and Ireland, its impact will be felt across nations, regions and communities, both during the tournament and long after it.

“But the opportunity for brands is much bigger than simply being present around football. It’s a chance for them to demonstrate their commitment to, and understanding of, their audiences in an unprecedented way.

“HOME 28 gives our clients one holistic team of experts on the ground who are attuned to the communities, cultures and nuances that will determine whether a brand earns a meaningful and enduring role in the lives of audiences.”

Ally Wallace, Founder of AW3 said: “This year’s summer of football provided a glorious reminder of the beautiful game’s power to bring people and communities together in a way no other sports can – it’s fair to say Scotland’s relationship with Boston will never be the same again!”

“Looking ahead to Euro 28, there’s a huge opportunity across the UK and Ireland to create similar moments of genuine connection and impact for communities, and brands have a positive role to play in that. Home 28 is perfectly positioned to help brands meaningfully step up, and stand out.”

The HOME 28 alliance will work with both existing and new clients in the build-up to the tournament.

The Team Sheet

Scotland

AW3 partners with brands, rights holders and clubs to unlock commercial growth, deepen audience engagement and maximise the value of sport.

AW3 is led by Ally Wallace, a strategic marketing and partnerships professional who’s delivered high-profile strategies and campaigns for brands including Tennent’s Lager, SSE, Lloyds Banking Group and William Hill, while partnering with organisations including the Scottish FA, SPFL, The FA, Celtic and Scottish Women’s Football.

England

For over two decades, M+C Saatchi Sport & Entertainment has been connecting brands to consumers through the things people love, making them culturally relevant through passions.

The agency’s clients include adidas, Coca-Cola, The LEGO Group, Heineken, Pernod Ricard and Bowers & Wilkins. With offices in London, Amsterdam, Berlin, Sydney, New York and Dubai, the team deliver the agency’s core integrated disciplines across sport, entertainment and culture, including brand strategy, creative, sponsorship consultancy, rights amplification, PR, partnerships, branded content creation, brand social, creator marketing & experiential production.

M+C Saatchi Sport & Entertainment sits within the M+C Saatchi Group; the world’s largest independent creative network spanning 23 countries with major hubs in the UK, Europe, Middle East & Africa, Asia and Australia.

Ireland

Founded in Dublin in 2017, 53Six is an independent sports marketing agency dedicated to driving audience and revenue growth for rights holders and brands. The agency brings together creative, content, media, data and technology through one connected model built for the modern sports landscape.

53Six works with leading sports organisations including Arsenal, UEFA, the FAI, Juventus, Prem Rugby, Leinster Rugby and the Jacksonville Jaguars, as well as major brands such as Betfair, Vodafone and Birds Eye. Its expertise spans campaign strategy, content production, channel management, paid media, ticketing and fan intelligence – all focused on delivering measurable audience and commercial growth.

Wales