Multicultural Championship - The Winning Links Team!

As sporting pride gripped the world, we revealed the powerful diversity of Euro 2016 – while boosting NetBet's SEO, PR and brand.


Blueclaw’s Multicultural Championship concept moved each of these strategies forward.

The Multicultural Championship content marketing piece illustrated the truly global nature of football, positively placing the brand at the heart of the conversation about sport, migration, Brexit and more.

In-depth research and interactive visuals told this story – a celebration and illustration of the national origins of all 552 players, allowing visitors to explore the diverse heritage of players, their parents and grandparents.

Visually this was achieved via a dynamic, interactive map that used flowing country-to-country animation to show European footballers’ worldwide roots that could be explored in a dozen languages, easily uncovering their own stories related to the different teams.

The amazing impact of our work for NetBet:

  • Worldwide coverage in the Washington Post, The Times, Yahoo News, the NZ Herald, Huffington Post and many more.
  • Coverage in global sports sites including Sports.Ru, HITC Sport, 90 Min, FC Business among many others.
  • Strong regional regional coverage relating to local players and teams.
  • Directly attributable new customer signups and spend.


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