FedEx: Champions of Business

Champions of Business transformed FedEx’s UEFA Champions League sponsorship into a B2B platform. In partnership with the Financial Times and OneFootball, the campaign spotlighted 31 SMEs shaping football, positioning FedEx as a trusted partner for growth in complex markets. It delivered measurable uplift in awareness, consideration and perception, and won Best Branded Content – B2B at the Digiday Europe Awards 2025.

Reposition FedEx’s sponsorship as a credible B2B platform to:

• Build awareness among senior decision-makers

• Strengthen product understanding

• Drive SME consideration

Behind every moment on the pitch is a network of ambitious SMEs powering football, from fan experience to logistics and analytics, operating in fast-paced environments that mirror growing businesses worldwide. Against this backdrop, FedEx set out to transform its sponsorship into a meaningful B2B platform, positioning itself as the trusted partner enabling SME growth in complex global markets, while building awareness, deepening product understanding and driving consideration among senior decision-makers.

Built on credibility and cultural relevance.

FT Longitude research (103 clubs, hundreds of businesses) identified 31 high-performing SMEs. FT Studio translated this into a multi-platform content programme, mini-documentaries and editorial features, distributed via FT and OneFootball.

Three pillars:

• Insight-led authority: Research, expert input and a Business of Football narrative

• Premium storytelling: Scrollytelling, films and multi-market content

• Targeted reach: FT, OneFootball, paid social and display

By combining FT authority with football culture, FedEx’s sponsorship became a high-impact B2B platform, positioning the brand as a champion of ambitious SMEs.

View the campaign here