Irish sports marketing agency 53Six has joined forces with specialist teams across England, Scotland and Wales to create HOME 28, a new strategic alliance designed to help brands maximise the cultural and commercial opportunities presented by UEFA Euro 2028.
Launched by M+C Saatchi Sport & Entertainment, the collective brings together 53Six in Ireland, WCS Agency in Wales and AW3 in Scotland alongside the international agency’s sport and entertainment expertise.
The tournament will be staged across Britain and Ireland, creating a major opportunity for brands to engage with football supporters and host communities across multiple markets. Dublin will host group stage and knockout matches at the Aviva Stadium.
HOME 28 is built on the principle that, although Euro 2028 will be one tournament, it will not produce a uniform experience across the five host associations.
Each country will bring its own football culture, supporters, communities and commercial environment. The alliance will enable brands to develop an integrated tournament-wide strategy while adapting their activation to the distinct character of individual host markets.
The collective will offer services spanning sponsorship activation and partnerships, experiential marketing and hospitality, public relations, media buying, social media and influencer activity, and content creation.
M+C Saatchi Sport & Entertainment already works with brands and rights holders including adidas, LEGO, UEFA, Barclays, Heineken, Unilever, the International Olympic Committee and Betway.
Ross Watson, Managing Director of M+C Saatchi Sport & Entertainment, will lead HOME 28, supported by Chief Strategy Officer Neil Hopkins and Managing Partner Jenny Mitton. WSG, which has experience in UEFA Euro rights acquisition and broadcast content, is also involved.
“UEFA Euro 2028 on home shores is going to be an extraordinary cultural moment,” said Watson.
“Playing out across national stadiums and iconic club grounds throughout the UK and Ireland, its impact will be felt across nations, regions and communities, both during the tournament and long after it.
“HOME 28 gives our clients one holistic team of experts on the ground who are attuned to the communities, cultures and nuances that will determine whether a brand earns a meaningful and enduring role in the lives of audiences.”
For 53Six, the alliance provides an opportunity to bring Irish market knowledge into campaigns being planned across the wider tournament footprint.
“The biggest sporting moments create culture far beyond what happens on the pitch,” said 53Six co-founder Tom Fox.
“UEFA Euro 2028 will generate different behaviours, rituals, conversations and opportunities across every host nation. Our job is to understand those dynamics early and help brands build strategies that are coherent at tournament level but locally meaningful in execution.”
The HOME 28 alliance will work with existing and new clients throughout the build-up to the tournament.
Sport for Business Perspective
The establishment of HOME 28 highlights how quickly the commercial planning cycle for Euro 2028 is accelerating.
The tournament presents an unusually complex opportunity. It will have the scale and shared identity of a major international championship, but its impact will be experienced locally across different countries, cities and football cultures.
That makes 53Six’s involvement particularly significant from an Irish perspective. International campaigns can too easily treat Ireland as an extension of the British market, despite clear differences in media, culture, sponsorship structures and the wider sporting landscape.
The strongest Euro 2028 campaigns will connect the tournament’s international reach with credible local execution. They will also look beyond match tickets and stadium branding towards supporters, communities, hospitality, content and the broader cultural excitement created by hosting one of world sport’s biggest events.
Creating the alliance two years before the tournament gives the agencies and their clients time to develop those relationships and ideas properly—and to compete for attention before the market becomes crowded.
53Six is a full member of Sport for Business.
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Image Credit: Home28
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