Uefa appoints 180 in bid to improve image

The Amsterdam-based 180 has been appointed by Uefa to produce its next international TV campaign.

The win follows a competitive tender involving several other undisclosed agencies.

180's brief will be to raise awareness of the breadth of the governing body's involvement in European football. Uefa organises the European Championship, the Uefa Champions League and the Uefa Cup.

It also plays a role in youth football in the region. It campaigns against racism in the sport and supports The Special Olympics.

180's executive creative director, Peter McHugh, said: "Uefa is a great organisation that probably doesn't get the credit it deserves for everything it's trying to do to help the game of football.

"These commercials are the first step in trying to correct that misrepresentation."

The new campaign will break during the September launch of this season's Champions League, with ads appearing during the half-time interval in each of the 125 games, which will be televised across 42 European countries.

Mike Lee, Uefa's director of communications and public affairs, said: "This is an important part of Uefa's overall communications programme.

"The mission is to explain and show our range of work and to highlight the great benefits of European football."

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