To create a unique fan event experience in emerging markets India and Brazil that offered fans the chance to ‘Join the Champions’ by attending a UEFA hosted party.


From venue sourcing to a complete creative strategy, we were responsible for the conception and delivery of events in India and Brazil designing and providing the creative, full event technical production including staging, show management, artist liaison, branding, catering, and delivery of on-site logistics, operations and content capture.

To bring local Mumbai fans closer to the action, we devised and executed an interactive quiz with Luis Figo where the winner joined Figo on stage. We also hosted a memorabilia room, where the fans got up close to some of UEFA’s most prized items.

In Rio, we delivered a live screening of the semi-final of the 2019 Champions League on the top of Sugarloaf Mountain. Through careful planning and meticulous attention to detail, guests enjoyed the event and experienced one of Rio’s most iconic tourist destinations.

Both events integrated UEFA’s brand partners, and our expertise was called on to deliver partner activations hosted by Facebook, Heineken, Mastercard, Nissan, PepsiCo, PlayStation and Sony. Without a doubt, the highlight was safely delivering a Nissan Kicks car to the top of Sugarloaf Mountain!


At our events, 2,000 fans got the chance to get closer to legendary midfielder Luis Figo and have a picture taken with the UEFA Champions League trophy.

Helping UEFA continue its drive to grow the profile and fan appeal of the UEFA Champions League in emerging markets.

“White Label Live were appointed as the events partner of UEFA for Champions League fan events in Mumbai and Rio de Janeiro. Because of the premium aspirations of UEFA and micro-attention to detail/protection over their brand image; the meticulous preparation and execution of these events was paramount. Likewise, creating a compelling and memorable fan experience that considered the cultural nuances of these markets was equally important.

Having now executed the event in Mumbai I can wholeheartedly say that WLL have performed beyond expectation – in their professionalism in preparing and delivering every aspect of this event. Show production, event design, branding execution, health and safety, staff management. And mostly in their tireless efforts to resolve changes in creative and approach dictated by matters entirely out of their hands.
Because of all these things, we will award them our event business without tender every time.

Global Sports Partnerships Director DAZN