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FMBX News
Posted: Apr 20, 2011
UEFA's Champion's League Trophy Tour buzz from SML's cab
The Trophy Tour for the UEFA Champion’s League arrived in London from Hong Kong today before heading off around London with a series of stopping points created by SML Marketing and Events.
The Cup was handed over in a ceremony at the Guildhall with a number of football grandees in attendance alongside the London Mayor, Boris Johnson who commented:
"I want to thank UEFA very much for choosing London as the venue. Football has done fantastic things for the people of this city and London does great things for football. That's why we're so proud to welcome UEFA for this great final and to be organising an eight-day festival of football in Hyde Park and other iconic locations. Thank you for bringing the cup for London – may the best team win."
The Tour, which takes in iconic London destinations, culminates in a weeklong football festival at Hyde Park from 21st May.
The free Hyde Park festival, created by UEFA with the support of its key sponsors, including brands such as Sony, Playstation and Ford, and run in association with the Mayor of London, will offer something for all the family. The football-related festival will run through to the men’s final at Wembley on the 28th May. The festival site will consist of live football areas, five aside tournaments and master classes, alongside a wide range of entertainment and bars, plus an opportunity for fans to get close to the UEFA Champions Trophy.
The tour, being run by SML Marketing and Events, starts with four days from tomorrow at The Duke of York’s Square, Kings Road, before heading to destinations such as Canary Wharf and Trafalgar Square (see dates below). Next stop after Kings Road is Old Spitalfields Market. SML were tasked to create a tour that would bring a buzz across the city, promoting the festival. The Trophy itself is moving around London in a reupholstered black cab, created by SML with plinths inside displaying both the men’s and women’s trophies.
A spokesperson for SML Marketing and Events, the appointed agency to manage the UEFA Champions league Trophy Tour, said: “We approached Old Spitalfields Market to be host of the tour as it is an iconic London destination. The market has a great selection of both Londoners and tourist visitors and its proximity to Liverpool Street and the local businesses meant we could reach out to a fantastic audience range, an integral element of the Trophy Tour activity.”
Ellie Barnatt, events manager at Old Spitalfields Market, commented: “Our venue has a long and proud history in working with sports events and we are delighted to be working with SML Marketing and Events in hosting the trophy”
SML has been involved at several touchpoints prior to today handling the marketing of press and ticket launches for Uefa.
Stephen Moffett, managing director, SML Marketing and Events told Field Marketing.com “Our job with the tour is to make sure that when the Trophy arrives at Hyde Park there is a real excitement surrounding it.”
Tour dates
20 Apr 2011
Guildhall - Cup handover ceremony
21 - 25 Apr 2011
Duke of York's Square, Kings Road
28 - 30 Apr 2011
Old Spitalfields Market
5 - 6 May 2011
Canary Wharf
9 May 2011
Fulham FC
11 May 2011
Trafalgar Square
12 May 2011
Heathrow Terminal 5
17 - 18 May 2011
City Hall / More London
21 May 2011
Champions Festival, Hyde Park
