The Mourinho+10 Event was a highly PR-able event.Adidas’ global football superstars (Beckham, Lampard, Gerrard, Robben etc)coach teams of ten football fans and compete against each other in a series of football-related teamwork games. The nature of the games meant that the best all round team would win. This fully engaged the players, resulting in a fantastic experience for our target audience with over two hours of compelling TV content and multi-media editorial.

Total audience exposure was 50million worth £1million in media value. No retail results are available, however adidas have used the scale of the +10Event to secure distribution of an exclusive +10 apparel range in JD Sports, worth over seven figures. The programme has also sold internationally in Europe and Asia.