Overview

MEP was appointed to design and deliver a series of large-scale programmes and brand activations during the UEFA Champions League Final weekend in Istanbul, working simultaneously across multiple global brands, agencies, and stakeholder groups.

The project spanned over five years of planning, initially scheduled for 2020, then postponed and restructured multiple times before being delivered in 2023. Over that period, sponsors evolved, agencies shifted, and programme structures were continuously adapted.

From the earliest site visits through to live delivery, the scale of coordination required sustained commitment across all parties — with one partner noting that “the dedication and support shown over five years was outstanding.”

Client Objective

The objective was to deliver seamless, high-impact experiences across multiple brands and audiences during a condensed event window.

Key priorities included:

• Executing parallel programmes across global brands, including FMCG, technology, logistics, sportswear, and aviation sectors

• Maintaining consistency of quality across all activations

• Managing high-profile guests, including global CEOs and leadership teams

• Delivering under extreme time pressure and visibility

• Ensuring each programme retained its own identity

Success depended on delivering across multiple expectations simultaneously, without compromising control or quality.

The Challenge

The complexity of the project was driven by both scale and duration.

Planning began in 2018, with multiple postponements and structural changes requiring continuous adaptation over several years. By the time of execution, MEP was coordinating over 700 staff across the weekend, alongside three sports marketing agencies, one sports agency, three incentive houses, and two government bodies.

Each brand operated as a standalone programme, yet all needed to function simultaneously within the same city and timeframe.

Operationally, this meant managing overlapping timelines, venue availability, transportation flows, and guest expectations — all under conditions where there was little margin for error.

Our Approach

MEP structured the operation around complete segmentation with central oversight.

Dedicated teams were assigned to each brand, ensuring clarity and focus within individual programmes, while a central coordination structure maintained alignment across all activities.

This approach was supported by:

• Strong local relationships and supplier coordination

• Real-time communication across teams and stakeholders

• Flexible planning frameworks to accommodate evolving requirements

• A consistent focus on execution quality across all touchpoints

As noted by a global brand representative, “their on-the-ground knowledge, relationships and project management expertise were vital in delivering our objectives.”

Execution

Execution took place across multiple venues, formats, and audience types over a highly condensed period.

MEP delivered a wide range of programmes — from leadership events and VIP gatherings to large-scale brand activations and youth tournaments — across clients from different industries.

Friday evening alone saw four separate events delivered simultaneously along the Bosphorus, each with its own audience, identity, and operational requirements. The UEFA Champions League trophy moved between venues during the evening, coordinated as part of these overlapping programmes.

In parallel, entirely different programme structures were executed. These included immersive brand environments, such as a fully transformed private residence designed as an interactive experience space for influencers, as well as a global youth sports initiative involving participants from over 60 countries, many travelling internationally for the first time.

MEP also supported Manchester City’s team management, families, and top supporters, requiring a different level of sensitivity, coordination, and access management throughout the weekend.

Operational complexity extended beyond logistics. Language barriers, cultural differences, and varying audience expectations required constant adaptation, including sourcing local support for translation and coordinating inclusive experiences with community partners.

Despite this, delivery remained consistent. As one event manager reflected, “from venue sourcing through to final delivery, the level of organisation and flexibility was invaluable.”

Outcome

The weekend was delivered successfully across all programmes and stakeholders.

• Seamless execution of multiple concurrent events

• High levels of guest satisfaction across diverse audiences

• Strong alignment with brand and client expectations

• Effective management of large-scale operations under pressure

Beyond delivery, clients consistently highlighted the way the programme was executed — with one senior event manager noting that the team “felt like a true extension of the group throughout.”

Key Takeaways

• Large-scale operations require clear structural separation with central control

• Long-term planning must remain adaptable to external change

• Local expertise is critical during high-demand, high-pressure periods

• Consistency at scale is achieved through strong leadership and coordination