Building Online Engagement and Brand Experience: The UEFA Academy


Since the inception of the Union of European Football Associations (UEFA) Academy one and a half years ago, the learning and development arm of UEFA has been enjoying success with its programmes, developed specifically to address the needs of those in the football and sporting world. While the programmes are conducted face to face in various cities globally, the Academy has established its online presence with a website and an official LinkedIn account, which serves as a means to engage and communicate with their various stakeholders. The ongoing crisis of the COVID-19 pandemic has led to a pressing need for a robust online presence. This case explores the UEFA Academy’s online presence as a means of stakeholder engagement and brand experience creation, and challenges students to deliberate on how the UEFA Academy could further enhance online engagement and experience, as well as define different strategies to address engagement during a crisis.

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