City of Hamburg broadcast the Euro 2024 draw live with shipping containers in its harbor

The UEFA Euro 2024 soccer tournament will be one of the major sporting events of next year, and agency Jung von Matt Sports helped kick off the marketing excitement early with a larger-than-life activation connected to this week’s draw—where the team groupings were determined. In a stunt for the city of Hamburg—one of 10 cities set to hold matches in host nation Germany—the agency replicated the draw in real time using giant shipping containers in the Hamburg harbor. The 40-foot-high installation at the O’Swaldkai container terminal, dubbed “The Final Draw,” featured 25 containers and required 12 large forklifts and 70 port workers to pull off. The activation was simulcast at the Elbe Philharmonic Hall in Hamburg. Created with help from PR agency Segmenta Communications on behalf of Hamburg Marketing, the stunt was designed to showcase Hamburg internationally as an open-minded, innovative and football-loving host city. The effort kicks off a broader campaign themed "Hamburg. Great things start here.” “This impressive action has demonstrated what is possible in Hamburg and how eagerly the city is anticipating Euro 2024. The first highlight of the tournament took place here, and more will follow,” said Rolf Strittmatter, CEO of Hamburg Marketing. “The unmistakable container installation puts Hamburg on the global map and creates a great and emotional moment for people and the media,” added Joachim Kortlepel, head of content and creative partner at Jung von Matt. Euro 2024 runs from June 14 to July 14.

City of Hamburg broadcast the Euro 2024 draw live with shipping containers in its harbor

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