The approach

To promote the EuroCup, DHL’s team used a multi-channel approach which included weekly manager updates, TVs in each location, emails, a dedicated EuroCup website, magazine articles placed in break areas, Instagram, a closed Facebook group and an app built for attendees. The team decided to use an app from feedback from the previous year's competition. It allowed those attending to know exactly who is playing who and what the score is across 10 pitches hosting 55 teams from 40 European countries. Next year, the team plan to make the app available to DHL staff who are not at the event so that they can be kept up to date and generate a buzz “back home.”

Planning the EuroCup is no easy task and DHL approach it in line with how they work as a business globally. The team coordinated the event across all countries with each one nominating a coach to take the lead on planning activities. Monthly team calls were held across the globe to make sure everyone was on track which further brings the international teams and skills together.

DHL used social media to create excitement by streaming draws and the finals on Facebook, updating on how teams were preparing for games, and showcasing squad photos. This brought the games to life and increased the enthusiasm of those not attending by creating a sense of pride towards their colleagues who were competing on their behalf, which was particularly popular with millennial employees. To further include those not able to go, three weeks after the EuroCup all employees were offered the opportunity to take their family to one of seven theme parks across the U.K.