UK & Ireland Euro 2028 Bid

Art direction
The 2024 EURO hasn’t even kicked off yet, but here at TwelfthMan we’re already looking ahead to the next one in four years’ time, celebrating our work supporting the UK & Ireland’s winning bid for EURO 2028.

We worked closely with all five nations to develop a brand for the bid which communicated positivity, creativity and openness. Vibrant colours and expressive graphics were initially delivered to UEFA as a digital presentation, with our brand assets then also being used in film and media to support the bid after its submission.

For the announcement of the winning bid, TwelfthMan commissioned illustrator Jack Hudson to create bespoke artworks for each of nation and each host city, containing well-known landmarks, cityscapes and a diverse set of fan characters. The resulting social media campaign was shared by each bidding association, national government and host cities.

With a vision of ‘Football for all. Football for good. Football for the future’, the five host national associations will work together to increase participation, engagement and revenue across the game, leaving a game-changing legacy that lasts far beyond 2028.


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