A hell-ish (We)Road for Grealish

In sports marketing, the game plan is just as important as the game itself. But what happens when things don’t go as planned? 

That’s exactly what Hellmann’s is facing with their Euro 2024 campaign, which featured Manchester City star Jack Grealish. He was the face of their "Up Your Game" campaign (we’ve written about it before!), showing up in social media posts and video ads with Hellmann’s products. But now, with Grealish out of England’s final squad, Hellmann’s has to think on its feet and turn this twist into an opportunity.
 
Fans are abuzz online about Grealish’s unexpected omission, giving Hellmann’s a chance to ride the wave of conversation. 
 
They could take a leaf out of WeRoad’s book. Quick off the mark, the Tour Operator sought to capitalise on the absence of Grealish and Tottenham Hotspur midfielder, James Maddison, from the England team. With the footballers well known for their holidays in Ibiza together, WeRoad has invited Jack and James to join the ‘WeRoad Squad’, where they can travel the world, meet some new friends and, of course, spend a few days partying (now that they have some time to kill…)
 
Driving a mobile billboard around Tottenham Hotspur Stadium and Man City’s Etihad, WeRoad could be seen to be kicking a man while he’s down. In all honesty, it doesn’t really matter – this is what makes it memorable.
 
Even though it’s been a tough week for Grealish and his sponsors, it’s also a chance for brands to show their flexibility and adaptability.
 
With a little creativity, Hellmann’s can still score big at Euro 2024.