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Subscription-based sports website The Athletic has begun an eye-catching engagement drive around the Uefa Euro 2020 tournament, from banner planes flying over training grounds to the release of racing pigeons with match tips.
It began as a way to support England before moving on to other teams. The Athletic intends to highlight its deep knowledge and tactical analysis, offering match-winning information.
Creative consultancy Harbour has been working on a series of activations that began at the start of the tournament, beginning with a friendly between England and Romania on June 6, during which they flew a plane over the stadium communicating tactics.
They did the same again on June 11, flying a plane over the England football team’s training ground trailing a banner with open advice on the tactics of opponent Croatia.
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