With landmark sponsorship properties Wembley and the Home Nation teams largely dormant during lockdowns, EE needed a way to extend their support for UK football.

At the time the nation was playing football more with their fingers than their feet, so we decided to flex these sponsorship properties in a new way.

We created the Connected Club Cup, a grassroots esports tournament allowing players from local leagues to play and compete while their actual club was shut.

Over 600 players signed up to battle through the knock-out rounds for a chance of glory at the hallowed turf of Wembley.

The finals were played live in front of over 170k fans on Twitch, with the concept so successful that it became an ongoing brand platform.

ROLE: Creative Strategy, Concept