We worked closely with all five nations to develop a brand for the bid which communicated positivity, creativity and openness. Vibrant colours and expressive graphics were initially delivered to UEFA as a digital presentation, with our brand assets then also being used in film and media to support the bid after its submission.

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For the announcement of the winning bid, TwelfthMan commissioned illustrator Jack Hudson to create bespoke artworks for each of nation and each host city, containing well-known landmarks, cityscapes and a diverse set of fan characters. The resulting social media campaign was shared by each bidding association, national government and host cities.

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With a vision of ‘Football for all. Football for good. Football for the future’, the five host national associations will work together to increase participation, engagement and revenue across the game, leaving a game-changing legacy that lasts far beyond 2028.

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