The EURO’08 Football Championship – commonly known as EM’08 – takes place in Switzerland. Migros, as the country’s largest, most popular retailer, wants to show it has everything football fans need. In 2007 it began producing the “M’08”, the first fan championship in football history. Show, spectacle and fan involvement in one, it’s a unique broadcast-based TV production that conveys the exciting and entertaining contest to be the first football fan champions – and in doing so works across media at all levels: Internet, print, direct marketing, POS, PR, etc. Everything is connected under the unified fan engagement campaign that is Migros M’08.

Presentation of M’08, the first fan championship in football history, as a proprietary, broadcasting-based TV production. In a specially built M’08 stadium in the largest Swiss TV studio, fan teams from 16 countries compete in real “fan disciplines” for the first fan championship ever. On the web and in shopping centers millions of visitors participate in other games. Migros subsidiaries act as official sponsors under the unified fan engagement campaign that is Migros M’08.

According to market research, Migros owns “football” in Switzerland before anyone else:...named an EURO sponsor although it isn’t officially one...becomes the second-largest seller of EURO fan articles, registers an unprecedented TV audience rating of 34% during primetime and ratings in all media never seen before in Switzerland.