UEFA Super Cup 2025: Udine Final Experience
Delivering a seamless VIP and fan experience that united Udine, UEFA and global football culture for one unforgettable evening.
participants
2,000
industry
Football
event type
Live Event
location
Udine
The challenge
UEFA needed a premium Super Cup experience that matched the prestige of the fixture while embracing the character of Udine. With thousands of international guests, multiple hospitality tiers and strict operational timings, every detail had to run with precision. The challenge was to create a unified, high-impact journey across lounges, fan areas and stadium touchpoints, all aligned with UEFA’s elite event standards and within a tightly controlled budget.
What we did
We built a hospitality and fan experience anchored in the spirit of Friuli. Our design language drew on Palmanova’s star-shaped fortress map, warm Italian textures and a refined regional palette that threaded through lounges, wayfinding, signage and decor. Each space carried subtle cues of Friulian craft and culture, supported by a clean, modern aesthetic that matched UEFA’s identity. We oversaw the complete event planning, creative development, technical design, branding and supplier coordination, establishing clear venue layouts and operational logic. We shaped guest flows, VIP movements, security routes and catering logistics to feel natural and unobtrusive. Every lounge was conceived as a self-contained journey with tailored storytelling, premium service and strong visual coherence. On site, we delivered production, matchday materials and staffing with precision, bringing a unified regional narrative to life.
The result
The Super Cup unfolded as a clear and confident experience, shaped by Friuli’s character and elevated by seamless operations. Guests moved effortlessly through every touchpoint, with lounges that felt premium, local and consistently designed. UEFA praised the fluency of the programme and the sharp visual execution, turning the event into a focused expression of culture, design and world-class delivery. Paris claimed the crown of champions of champions, but every guest left feeling part of a remarkable night in Udine.
Services
Concept & Design
Branding
Hospitality Experience
Technical Production
Complex Logistics
Guest Services
UEFA Super Cup
Event Coordinator
Key facts
3
hospitality tiers delivered
2
weeks of assembly
2K
VIP guests
1
iconic European final
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Let's create your sports moment
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.