This is a brand that can really play the game. Its dynamic and can reflect what makes this tournament so exciting, the constant changing emotions of football. The brand can react to every outcome, and follow the team’s successes or setbacks. As this is a new tournament, promoting fan engagement was key, so the brand was developed with an emotion-responsive ability in mind, that can easily be enhanced on digital formats.

The graphic language changes according to the outcome: win, draw, loose or promote, remain, relegate. The modules are able to point upwards or downwards, depending on the teams’ performance. They have the colours of the 55 teams in the tournament and together they form the logo: the Nations Flag. The trophy also features the flag, in a rolled up format. Raising it is raising the flag of all nations.

The brand had considerable media coverage, and was even used to explain the structure of this new tournament: how there are 4 different leagues, with each team being up for promotion or relegation. For the first time, 55 national teams are participating in a competition as equals. The group stage draw ceremony was broadcast and streamed live through hundreds of channels and websites all over the world. The competition will be played from September to November 2018, with finals scheduled for late 2019.

UEFA NATIONS LEAGUE is a new competition that seeks to energize the sports calendar and raise the competitiveness of former friendly games. 55 national teams will challenge each other in 4 leagues, with only 3 games to determine whether they can move to a higher league, or drop their ranking. Our challenge was to create a brand that was especially thought for the audio-visual and digital environment, and that could embody the dynamic innovative character of this competition.