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By John Glenday, Reporter

April 25, 2023 | 2 min read

Uefa Europa League sponsor Enterprise Rent-A-Car is giving fans what they want with Thursday Night Football, a mixed media campaign focused on the different ways people prepare for mid-week matches.

The fan-first activity puts football fans from London to Sevilla in the limelight with 'All Roads Lead to Thursday', headlined by a pan-European hero film.

Depicting fans from major clubs such as Ajax, West Ham, Arsenal, Nice, and Trabzonspor, the film surfaces the individual manner in which sports fans anticipate the big game - with a rental car always on hand to bring people together.

The campaign was created by Footballco, in collaboration with Enterprise Rent-A-Car’s Sports Sponsorship and PR agency Fuse International.

Tom Brandhorst, creative director at Footballco, said: “‘All Roads Lead To Thursday’ tells rich, diverse fan stories from across Europe while capturing the very essence of Thursday night football, authentically weaving in Enterprise vehicles along the way.

“By bringing in Lammas Park – a production company you wouldn’t usually see in the football sponsorship world – and with the unwavering support from both Enterprise Rent-A-Car and Fuse, we’ve reshaped what’s possible with branded content around tournament sponsorship.”

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Kyle Sanborn, vice-president of global brand marketing at Enterprise Rent-A-Car, added: “The campaign is a creative celebration of fans from across Europe and playfully illustrates how Enterprise, through its array of vehicles, is keeping them mobile throughout the week to that all-important match on Thursday evening."

Individual films focussed on the stories of four specific fans will roll out in a staggered release until the Uefa Europa Conference League final in June.

Brand Purpose European Football Sports Marketing

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