Orange and the immersive fan experience

Brian Carruthers

Sports sponsorship activations are commonly focused on the stars, but mobile operator Orange chose to make the fans the heroes of its sponsorship of the 2016 UEFA European Championship.

#OrangeSponsorsYou is the mobile operator's first global sports sponsorship program and when it took on the sponsorship of the 2016 UEFA European Championship (the Euros), held in its home market of France, its mission was to make the fans the stars of the tournament.

"We wanted to galvanise our sponsorship activity around football but from a slightly different angle," Darren Hanson, director of strategic consumer insights and segmentation at Orange Group, told the MRMW Europe conference (Berlin, November 2017). That meant shifting the usual focus on the players away to the fans who make up its customers.

The idea, he...

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