53SIX JOINS HOME 28 AGENCY ALLIANCE AHEAD OF UEFA EURO 2028
53Six has joined HOME 28, a new strategic agency alliance created to help brands unlock the cultural and commercial opportunities surrounding UEFA EURO 2028.
Led by M+C Saatchi Sport & Entertainment, the alliance brings together specialist agencies from each host nation: 53Six in Ireland, WCS Agency in Wales and AW3 in Scotland.
The collective will combine international scale and integrated capabilities with local knowledge, relationships and cultural understanding across Ireland, England, Scotland and Wales.
One tournament with four distinct host cultures
UEFA EURO 2028 will be staged across the UK and Ireland, creating a rare opportunity for brands to connect with audiences during one of the world’s biggest sporting and cultural events.
While the tournament will be shared across the host nations, the experience will not be the same everywhere. Each market has its own relationship with football, along with distinct fan cultures, communities, conversations and commercial opportunities.
HOME 28 has been established to help brands develop a connected strategy across the tournament while activating in ways that feel relevant and authentic within each host market.
Tom Fox, CEO of 53Six, said:
“The biggest sporting moments create culture far beyond what happens on the pitch. UEFA EURO 2028 will generate different behaviours, rituals, conversations and opportunities across every host nation.
“Our job is to understand those dynamics early and help brands build strategies that are coherent at tournament level but locally meaningful in execution.
“Bringing these teams together now means we can support clients planning for that opportunity with both the big picture and the local detail in view.”
Combining international scale with local insight
HOME 28 will offer brands an integrated range of services spanning sponsorship activation and partnerships, experiential and hospitality, PR and communications, media buying, social and influencer strategy, and content creation.
For 53Six, the alliance builds on the agency’s experience of helping major rights holders and brands grow audiences and revenue through connected creative, content, media, data and technology.
53Six works with leading sports organisations including Arsenal, UEFA, Football Association of Ireland, Juventus, Prem Rugby, Leinster Rugby and the Jacksonville Jaguars, alongside brands including Betfair, Vodafone and Birds Eye.
Ross Watson, Managing Director of M+C Saatchi Sport & Entertainment, 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.
“The opportunity for brands is much bigger than simply being present around football. It is 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.”
The HOME 28 alliance will work with existing and new clients throughout the build-up to UEFA EURO 2028.