--- title: UEFA Euro 2024 - The Bigger Draw | 6th Hashtag Sports Awards description: Global awards recognizing excellence in fan engagement and celebrating creativity across sports marketing, media & entertainment image: https://www.hashtagsports.com/hubfs/Assets-2024-shortlisted/wAZnZxrD.jpg --- UEFA Euro 2024 - The Bigger Draw | 6th Hashtag Sports Awards # UEFA Euro 2024 - The Bigger Draw [Jung von Matt SPORTS](https://www.jvm.com/offices/jvm-sports/) The 6th Annual Awards 3x Nominee ✨ - Best Brand Experience or Activation - Best Communications Strategy - Best Global Campaign Share [** ](https://www.hashtagsports.com/awards/shortlist-2024/uefa-euro-2024-the-bigger-draw#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/uefa-euro-2024-the-bigger-draw#) [** ](https://www.hashtagsports.com/awards/shortlist-2024/uefa-euro-2024-the-bigger-draw#) ABOUT THIS ENTRY The official draws for the UEFA's European football championships always attract millions of eyeballs all across the globe. The challenge is, they’re usually quite boring and you can’t even really tell where they are happening, since the locations are all anonymized, making it extremely difficult to highlight the city in which they are held in.   With Hamburg hosting the final draw event for this year´s Euros we put the city on the map by rebuilding the draw with actual shipping containers, creating the one iconic image that went around the world. ![Image](https://www.hashtagsports.com/hs-fs/hubfs/Assets-2024-shortlisted/wAZnZxrD.jpg?width=1920&height=1080&name=wAZnZxrD.jpg) How does this represent “Excellence in Engagement”? We have defined a new way to turn a draw into a fan experience for everyone. We turned what used to be a VIP-only event into a spectacle that could be seen on site, on social media and live on TV, making it accessible to everyone. And at a place that stands for real and hard work in Hamburg and to which fans in the curves of our stadiums have a real connection. This turned an official UEFA event into an emotional experience for everyone. Objective The official draws for the UEFA's European football championships always attract millions of eyeballs all across the globe. The challenge is, they’re usually quite bland and uninspiring procedures where you can’t even really tell where they are happening. The locations are all anonymized, making it extremely difficult to highlight the city in which they are held in. With Hamburg hosting the final draw event for this year´s Euros our client Hamburg Marketing wanted to change that. So, we used the global media attention to promote our beloved city of Hamburg. Strategy & Execution Hamburg is home to one of the biggest and most important container ports in der world, that happens to be just opposite the prestigious Elbphilharmonie, where the UEFA held their draw. So, whilst inside all the official drawing and VIP invite-only procedure took place and was broadcasted live into 169 countries, outside a team of highly skilled port workers did what people said couldn't be done and rebuilt the draw with actual shipping containers in realtime. In just 22 minutes, we staged the biggest spectacle for a draw ever and created within minutes one iconic image that was shared among fans, social media, and live streamed into the world. We created one iconic key image for the worlds sports and news publications. **Organizations** - Jung von Matt SPORTS - Hamburg Marketing GmbH - segmenta communications - Simon&Paul - Unikai Lagerei- und Speditionsgesellschaft mbH - PRG AG - 2Wei Music **Links** -   Website **Credits** **[Robert Zitzmann](https://www.linkedin.com/in/rz8584/)** Managing Director Jung von Matt SPORTS **[Katja Kraus](https://www.linkedin.com/in/katja-kraus-93bb491a7/)** Managing Director Jung von Matt SPORTS **[Joachim Kortlepel](https://www.linkedin.com/in/joachim-kortlepel-3b41949/)** Managing Creative Director Jung von Matt SPORTS **[Ronnie Patt](https://www.linkedin.com/in/ronnie-patt-8a86a737/)** Executive Creative Director Jung von Matt SPORTS **[Alexander Michaelsen](https://www.linkedin.com/in/alexander-michaelsen-15160a75/)** Executive Creative Director Jung von Matt SPORTS **[Martin Strobel](https://www.linkedin.com/in/strobelmartin/)** Creative Director Art Jung von Matt SPORTS **[Muhamed Braimi](https://www.linkedin.com/in/muhamed-braimi-077212137/)** Senior Art Director Jung von Matt SPORTS **[Tina Röttgers](https://www.jvm.com/offices/jvm-sports/)** Art Director Jung von Matt SPORTS **[Mayra Schmidt](https://www.linkedin.com/in/mayra-schmidt-121077191/)** Junior Art Director Jung von Matt SPORTS **[Jakob Rabold](https://www.linkedin.com/in/jakobrabold/)** Creative Director Copy Jung von Matt SPORTS **[Henry Bollmann](https://www.linkedin.com/in/henry-bollmann-472055176/)** Copywriter Jung von Matt SPORTS **[Felix Gerken](https://www.linkedin.com/in/felix-g-b43679225/)** Junior Copywriter Jung von Matt SPORTS **[Maximilian Helmer](https://www.linkedin.com/in/maximilian-helmer-7356b8161/)** Senior Creative Producer Jung von Matt SPORTS **[Melina Hülsbeck](https://www.linkedin.com/in/melina-hülsbeck-b30b93195/)** Senior Content Creator Jung von Matt SPORTS **[Michelle Sitko](https://www.linkedin.com/in/michelle-sitko-b916b722a/)** Junior Motion Designer Jung von Matt SPORTS **[Julia Brinker](https://www.linkedin.com/in/julia-brinker-b7805ba2/)** Executive Client Service Director / Member of the Board Jung von Matt SPORTS **[Susann Ermes](https://www.linkedin.com/in/susannermes/)** Account Director Jung von Matt SPORTS **[Jakob Lauschner](https://www.linkedin.com/in/jakoblauschner/)** Project Manager Jung von Matt SPORTS **[Lydia Schiphorst](https://segmenta.de/)** Managing Director segmenta communications **[Laura Hennemann](https://segmenta.de/)** Project Manager segmenta communications **[Carlo Oppermann](https://www.simonundpaul.com/)** Director Simon&Paul **[Simon Fessler](https://www.simonundpaul.com/)** Executive Producer / Managing Partner Simon&Paul **[Tobias Stiegler](https://www.simonundpaul.com/)** Producer Simon&Paul **[Jorn Schumann](https://www.simonundpaul.com/)** Edit Simon&Paul **[Ralph Richter](https://gurkenland.de)** Photographer - **[Svenja Holst-Runge](https://www.marketing.hamburg.de/startseite.html)** Head of Hamburg Marketing Hamburg Marketing GmbH **[Bettina Berger](https://www.marketing.hamburg.de/startseite.html)** Project Lead EURO 2024 Hamburg Marketing GmbH **[Guido Neumann](https://www.marketing.hamburg.de/startseite.html)** Head of Media Relations Hamburg Marketing GmbH #### Celebrate in NYC Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.   [![RESERVE SEATS](https://no-cache.hubspot.com/cta/default/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89.png)](https://cta-redirect.hubspot.com/cta/redirect/834568/c79439a7-e53f-4aa9-9d60-2b68caf80d89)