Paramount+ Brings UEFA Champions League to AFC Championship Game with New Brand Spot

Paramount+/CBS Sports launches the latest UEFA Champions League soccer campaign. This new ad from Paramount+ will air during CBS' coverage of the AFC Championship Game this Sunday, January 28. 

The campaign, “Nobody Watches Like U.S.,” launches this Sunday and is directed by Academy Award winning director Tom Hooper (The King’s Speech), celebrating the unique American experience of watching European soccer, specifically the UEFA Champions League, in the middle of the workday.

“Nobody Watches Like U.S.” humorously looks at the realities of being an American UEFA Champions League (UCL) fan and their dedication to watch every UCL match in the only way possible - on Paramount+. This spot is set to the UCL’s iconic anthem, which is sung by the American fans to show their dedication to watching, no matter what, with a twist on the lyrics.

In the middle of the day. In the middle of the week. Nobody Watches Like U.S. 

The new ad premiering this Sunday is created by agency partner 72andSunny. This concept supercharges an existing U.S. fan experience around watching CBS Sports’ Champions League coverage on Paramount+, creating our own rituals and traditions, and making Tues./Wed. feel like a weekly main event.

UEFA Champions League action returns with the Round of 16 on Tuesday, Feb. 13 with every match streaming on Paramount+ and select matches airing on the CBS Television Network.

UEFA Champions League is the most prestigious club soccer competition in the world, featuring the best players competing for Europe's biggest prize. Matches are played on Tuesday and Wednesday nights in Europe, corresponding to afternoon kickoffs in the U.S. CBS Sports/Paramount+ have been home to the UEFA Champions League since 2020, and in 2022, CBS Sports and UEFA agreed to a landmark six-year extension, making CBS Sports home to UEFA club competitions through 2030. 

“Research shows there is a high crossover between young and diverse football and soccer fans. We view this campaign as a tremendous opportunity to reach a new and emerging soccer audience with a fun and clever approach, helping them to become passionate viewers of CBS Sports’ coverage of the UEFA Champions League on Paramount+,” said Rob Stecklow, SVP program marketing, sports & news at Paramount+. “The work of 72andSunny and the supremely talented Tom Hooper perfectly captures the unique viewing experience of American soccer fans in this humorous way while honouring the iconic Champions League anthem.”

Dan White, 72andSunny creative director said, "First and foremost, we're Champions League fans ourselves, truly all the way back to childhood for me, so this project really is a dream come true for us. Our goal was to celebrate the unique dedication of U.S. soccer fans who go out of their way to tune in to the games in the middle of the work day, to make them feel proud and a part of something bigger. In the iconic anthem we found the perfect tool to highlight these fans' tales and kick off the campaign with something epic. And of course, we couldn't have done it without the ambitious partnership of Paramount+, and Tom Hooper bringing it to life in film."