THE CHALLENGE

For years, the European Club Association was viewed as distant and technocratic — an organisation focused on governance rather than the game itself. But as the unified voice of more than 800 clubs across 55 countries, it needed to evolve into a modern, outward-facing body that truly represented the sport’s heartbeat. 

The challenge was to use its 2025 Annual General Assembly in Rome to mark this change, unveiling a new name, identity, and purpose that captured EFC’s renewed role as the collective voice of club football.

THE STRATEGY

Edelman’s strategy was built on a simple idea: to show that EFC exists for clubs and for football. We developed a clear narrative centred on unity, transparency and progress — “putting clubs at the heart of football” — and created a phased campaign to build anticipation, drive visibility, and sustain impact beyond the event. 

Preparations included comprehensive messaging frameworks, a media playbook, toolkits for members, and full issues preparedness. The goal was not just to launch a rebrand, but to reset how EFC is perceived by fans, stakeholders and the wider football ecosystem.

THE EXECUTION

The new EFC identity was unveiled at the General Assembly in Rome, attended by more than 700 delegates and 40 journalists. Edelman ran the on-site press office, coordinated media and creator engagement, and managed a digital newsroom to ensure consistent, real-time coverage. 

The launch week showcased football’s leading figures — including FIFA President Gianni Infantino and EFC Chairman Nasser Al-Khelaïfi — and featured the announcement of the new EFC Centre of Innovation, designed to help clubs shape the future of the game. The rebrand was amplified across five priority markets through earned media, club channels and leadership interviews, driving record engagement and visibility.

THE OUTCOME

The rebrand achieved significant impact, redefining EFC’s role within global football. The campaign secured 463 pieces of media coverage across five markets, reaching audiences far beyond sport and reaffirming EFC’s status as the united voice of European clubs.

With over 800 member clubs and growing influence across UEFA and FIFA partnerships, European Football Clubs now stands as a modern, credible and football-first organisation — one that reflects the passion, unity and ambition of the sport it represents.