UEFA Champions Village: Sponsor Hospitality
An avant-garde Champions Village at the UEFA Final Munich 2019, built like a temporary city for 6,000 VIPs and global sponsors.
participants
6,000
industry
Football
event type
Live Event
location
Munich
The challenge
Transform an Allianz Arena car park into a world-class hospitality environment where global sponsors could feel unique yet united under the Champions League identity. With just six weeks to deliver, we had to design, build and operate a full temporary city, balancing strict safety, seamless logistics and a guest journey worthy of football’s biggest stage.
What we did
We engineered a 15,000 m² Champions Village that merged architecture, energy and storytelling. Sponsor pavilions surrounded a central plaza animated by live music, performances and a glowing 3D dome bar. The design mirrored Allianz Arena’s curves through bright white structures, hi-tech aluminium frames and colour-shifting LEDs. Behind the scenes, we integrated power systems, kitchens, wayfinding, reception areas and media infrastructure, creating a self-contained hospitality city. Each sponsor space, from Heineken to MasterCard and Adidas, was tailor-made yet part of one cohesive ecosystem. At the centre stood a 19-metre re-imagined Starball, the luminous heart of the site and symbol of the Champions League’s spirit.
The result
A landmark hospitality achievement praised by UEFA, sponsors and venue leaders alike. The Champions Village proved that when precision meets imagination, even a car park can become a stage for excellence and emotion.
Services
Concept & Design
Guest Experience
Complex Logistics
Branding Production
Event Operation Manager
Event Operation Manager for TEAM (UEFA’s exclusive agent for marketing)
Key facts
6k
VIP guests hosted
15k
m2 hospitality footprint
13,680
m2 tent structures installed
29km
of power and TV cabling
120
person build crew
2,9k
m2 of custom graphics
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Let's create your sports moment
We design experiences that hit the force of a last-minute goal. Your event becomes part of the story every fan will tell long after the game is over.