Sports Direct Superpowers Football Fever in Star-Studded UEFA Euro 2024 Campaign

‘Football Fever Starts Here’… and here… and here. The latest ad from Sports Direct and creative agency MOX shows that football fever begins everywhere and anywhere, from a quiet unassuming cul-de-sac to a classic British BBQ – taking over the streets and spreading football induced fervour around towns and cities alike. 

Launched ahead of the opening match of the UEFA Euro 2024 tournament, the star-studded, action packed campaign is fronted by none other than sporting icon Ian Wright, who arrives in a cleverly branded Scoops-Direct ice cream van, before exclaiming “Fever Baby!”, and amping up the volume to kickstart the party. Joined by the likes of Jordan Pickford, Conor Gallagher, and Ruben Diaz, the spot is a riot of colour and energy, as infectious anticipation grows as the tournament approaches. 

Sports Direct is at the centre of the action, bringing people from all backgrounds together as the country lets its hair down and enjoys the beautiful game as it unfolds, remembering what life is all about and reminiscing glories (and losses) of times past. People embrace their inner child and indulge in the feeling that they are part of something bigger, quite literally catching football fever as it spreads across the country. 

Playing into football related nostalgia and an uninhibited, childlike sense of fun, the spot utilises a ‘90s inspired colour palette in cohesion with contemporary football stars, whilst incorporating products from a number of Sports Direct brand partners such as adidas, Nike and Puma.

Melding together textures, colours and CGI graphics thanks to post production from No.8, the spot captures the spirit of community that comes with the tournament. Fans are as instrumental to the games as the players are, as even Conor Gallagher’s determined shot at goal is blocked by an young goalie and his feverishly flailing limbs. 

Matt Bolton, creative director, MOX commented, “The nation loses a little bit of its inhibitions during one of the best sporting events in the calendar – and we wanted to bottle that up, shake it about and unleash football fever to the country, with one of football’s crown jewels Ian Wright as the instigator. It was a pleasure bringing this together, and it’s great to see brands like Sports Direct understand the importance of investing in big brand moments around pivotal events in the sporting calendar.”

The campaign will roll out across socials, as well as being seen on TV, OOH, digital and in-store for the duration of Euro 2024.