Under the slogan #MoreThanEmpowerment, a two-phase activation strategy was created as the team progressed through the competition.
In the first phase, pre-match activities were created where the aim was to create a festive and exciting atmosphere that would acclimatize the spectators to enjoy the match afterwards.
For this, games and the exhibition of urban culture, one of the pillars of SevenMila, were mixed, so activities such as 3×3 football, 3×3 basketball, skateboarding and exhibitions of freestyle battles and freestyle football were created. All always accompanied by urban music.
For the activation of the action during the final, a giant screen was set up to broadcast the final in one of the most iconic places in the city of Barcelona: Rambla Catalunya. A strategy that elevated #MoreThanEmpowerment and catapulted it into the city centre. More than 10,000 people were able to enjoy the match in a festive atmosphere.