M+C Saatchi Sport & Entertainment Launches "HOME 28" Ahead of UEFA EURO '28

Sep. 18, 2026

M+C Saatchi Sport & Entertainment has announced the launch of HOME 28, a new strategic agency alliance created to help brands unlock the cultural and commercial opportunity of UEFA Euro 2028.

With the tournament set to take place across the UK and Ireland, the new collective will combine M+C Saatchi Sport & Entertainment’s deep expertise in sport and culture with dedicated teams in each host nation, bringing together local knowledge, relationships and cultural understanding with the scale and capabilities of an international integrated agency.

The alliance brings together some of the most experienced sports agencies in each host nation including WCS agency in Wales, 53Six in Ireland, and AW3 in Scotland, and is designed around a simple belief; while UEFA Euro 2028 will be one tournament, it will not be one experience.

Each host nation has its own relationship with football, its own fan cultures, communities and conversations, and its own local realities. The new model will enable brands to build a connected strategy across the tournament while showing up in ways that feel genuinely at home to the people and places hosting.

M+C Saatchi Sport & Entertainment works with some of the world’s leading brands and rights holders, including adidas, LEGO, UEFA, Barclays, Heineken, Unilever, the IOC and Betway. The agency has built its reputation as passion specialists who live and breathe the cultures and subcultures that surround sport. HOME 28 takes that philosophy further, bringing together deep local expertise across the host nations to help brands plan for and activate around the tournament with greater cultural relevance and impact.

The initiative is being led by Ross Watson, Managing Director, M+C Saatchi Sport & Entertainment, supported by Neil Hopkins, Chief Strategy Officer, Jenny Mitton, Managing Partner, and WSG, who have overseen UEFA Euro rights acquisition and content output for major broadcasters. The solution offers clients a fully integrated 360-degree capability spanning sponsorship activation and partnerships, experiential and hospitality, PR and communications, media buying, social and influencer, and content creation.

Watson said:

“UEFA Euro 2028 on home shores is going to be an extraordinary cultural moment. Playing out across national stadiums and iconic club grounds throughout the UK and Ireland, its impact will be felt across nations, regions and communities, both during the tournament and long after it. But the opportunity for brands is much bigger than simply being present around football. It’s a chance for them to demonstrate their commitment to, and understanding of, their audiences in an unprecedented way. HOME 28 gives our clients one holistic team of experts on the ground who are attuned to the communities, cultures and nuances that will determine whether a brand earns a meaningful and enduring role in the lives of audiences.”

 

Tom Fox, Co-Founder, 53Six added:

“The biggest sporting moments create culture far beyond what happens on the pitch. UEFA Euro 2028 will generate different behaviours, rituals, conversations and opportunities across every host nation. Our job is to understand those dynamics early and help brands build strategies that are coherent at tournament level but locally meaningful in execution. Bringing these teams together now means we can support clients planning for that opportunity with both the big picture and the local detail in view.”

 

The HOME 28 alliance will work with both existing and new clients in the build-up to the tournament.