Mastercard has been a main sponsor of the Champions League for 30 years now, and in both the 2025 and 2026 seasons, we worked together on the Mastercard Watchalong Livestreams, which ran simultaneously with the official broadcasts, promoting the brand to an average of 1,200 live viewers across a total of 7 livestreams.
TOGETHER WE ACHIEVED
livestreams in 2025
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organic viewers in the livestream
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K
STRATEGY
The main message of the communication was a blend of Mastercard as a credit card issuer and a sponsor of the UEFA Champions League, where we commentated on the semi-finals and one round of 16 match for our own fan base on the Freestyle FC YouTube channel, while viewers could win 3x3 R-GOL.com sports shopping vouchers. We continued this in the following season (2025/26) with the most exciting group matches. The interesting aspect of the project was how we would handle personal rights, GDPR regulations, and the determination of winners. To solve this, we created a QR code that redirected viewers to a quiz on our own website, where we rewarded the 3 fastest and most accurate participants out of 10 football-related questions. We registered nearly 3,800 completions during the total of 9 hours of streaming, out of nearly 150,000 viewers. The quiz included 3 questions related to Mastercard, aimed at increasing brand awareness.
Pre-communication 9:16 Shorts
For each of the 3 LIVESTREAMS, we directed viewers toward the stream link using 1-1-1 reels content appearing on Instagram, TikTok, and YouTube Shorts. The goal was to inform the audience. These were boosted by the partner through advertisements. To maximize impact, the videos were always published 2 days before the match broadcast.
Emlékeztető IG Stories
Simple 9:16 versions of the creatives made from the LIVESTREAM covers, where we used link conversions to remind viewers that we would meet at 20:30 on our YouTube channel.
ACTION!
LIVESTREAM
