Limelight Projects

Nike Joga3

Joga3 - 3 minutes, 3 players, no draws only winners!

Objective

To bring to life the biggest grassroots football tournament in the UK and Ireland in order to engage young football-crazy kids and take the Joga3 game out into the market place.

Approach

Creation and implementation of four launch events and a series of local 3 v 3 tournaments, spanning 12 weeks (in London, Glasgow, Manchester and Dublin) to find the best male and female teams in the UK and Republic of Ireland.

Winners from the local tournaments were invited to key Flash tournaments [regional finals] in each of the cities, which were managed by Limelight and staged at iconic, landmark venues such as Trafalgar Square, Old Trafford, Glasgow Green and Smithfields.

The programme culminated in a Grand Final at Arsenal’s historic Highbury Stadium - the last football event ever to be staged at the Stadium. Limelight managed all elements including competition management, branding, logistics, player communication and managed all production with Sky Sports for a 3 hour live broadcast.

In addition to the project management for the Joga3 tournaments, Limelight sourced and managed the ‘home of Joga Bonito’ venue at The Truman Brewery, which held tournaments on a daily basis.

Outcome 

A 16 week programme bringing together thousands of players, coaches and fans in a celebration of football. 150,000 young people across Britain were more active playing in 900,000 games of football, building the fundamental skills required for the full sided game. The event installed a legacy of new training techniques, placing a greater emphasis on the essential skills of touch, movement and skill.

Limelight subsequently helped Nike to facilitate a trip for the 12 winners to compete in Nike’s global Joga3 final in Rio de Janerio, Brazil.

For further information, please visit: joga3.com

“The Joga Bonito campaign was one of the largest integrated marketing programmes we have ever delivered in the UK and Ireland. Critical to this campaign was the success of the Joga3 events, which captured the imagination of thousands of young footballers. Limelight Projects enabled us to consistently achieve brilliant execution across an incredibly wide range of live events. From venue procurement, to staffing and player management / logistics their commitment and attention to detail was in my opinion second to none. I look forward to continuing our extremely productive relationship.”
Mat Johnson – Event Marketing Manager, Nike UK & Ireland

 

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