Anyone who could not get a ticket for the EURO 2004TM football championship could still turn up, watch the matches and enjoy all the atmosphere at a fan park developed by Imagination for UEFA.
The project was a ‘first' for UEFA. The intention was to allow as many people as possible to experience EURO 2004TMand give Championship sponsors further opportunities to deliver their messaging.
Our concept was called ‘Estádio 11' ie the eleventh stadium, complementing the ten stadia where the games took place. It was positioned as the fans' stadium - their home throughout the Championship.
Open daily from 2.30 pm to midnight, the 35,000 m² site on the banks of the River Targus accommodated over 10,000 people. All the games were broadcast live on a supersize 70 m² outdoor television.
However, that was only one attraction in a range of sponsor-endorsed entertainment centred around soccer: live stage shows, celebrity guest appearances, match ticket competitions, exhibitions, an international beach soccer knock-out and football skills tests.
‘Imagination has provided a comprehensive design and project management service of the highest quality and delivered a complex and challenging project on time and within budget.
Estádio 11 is the first time a Fan Park has ever been done for a major football event and the UEFA EURO Championships are the third largest sporting event in the world. This sets the standard for all future major events.'
Alan Ridley, Senior Manager of Sales, Marketing, Sponsorship and Licensing, UEFA
As well as devising the experience, name and event identity, we managed the entire project on behalf of UEFA, including promoting the concept to sponsors, space planning at the site, branding and signage, the design and construction of interactive exhibitions and on-site facilities and security.
Over 160,000 people attended Estádio 11 over a period of three weeks. It gathered a great deal of national and international press coverage, including BBC, ITV and Sky and it was extremely well received by UEFA, their sponsors and the fans themselves.
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