“No fiber. No football”: Telekom launches TV ad for UEFA EURO 2024


“No fiber. No football.” This is the message of German telco Telekom‘s new TV commercial for UEFA EURO 2024 (14 June – 14 July) in Germany.

The energetic campaign was created by adam&eve Berlin and DDB Hamburg.

As the official UEFA partner for telecommunication services via fiber optics, the Bonn-based group will ensure the networking of the ten host cities, the team – and training quarters – and all official fan zones, among other things.

In addition, all ten stadiums will be connected to UEFA’s International Broadcasting Center (IBC) in Leipzig. The TV images of the matches will be broadcast to the world from here.

“No fiber. No football”

The spot thrives on contrasts, the telco said. For example cheering people watching the tournament together on screens in public squares and pubs – thanks to Telekom’s fiber optic supply to the venues.

In contrast, there are deserted squares and pubs: a scenario that underlines the message “No fiber. No football”.

“We want to show how important fiber optic lines are today. Millions of people in Germany benefit from our stable network before, during and after the EURO,” said Christian Loefert, Head of Marketing Communications at Telekom Deutschland.

“We are using the commercial to showcase everything that fiber optics can achieve. Eight million households can already benefit from this quality. And the number is growing every day.”

Filmmaker collaboration

Telekom worked with Andreas Nilsson for the first time to realise this in a special cinematic way. The Swede is one of the most award-winning advertising film directors in the world.

He has won four Grand Prix and many golden lions at the Cannes Lions, as well as numerous prizes at major international awards ceremonies such as CLIO, D&AD, Ciclope, LIA and the DGA (Directors Guild of America) Award for “Outstanding Achievement in Commercials”.

The 30-second commercial “No fiber. No football” will be broadcast from now until April 22 on all high-reach TV channels and on the Internet.

Adam&eve Berlin and DDB Hamburg are responsible for the creation. Czar Film Berlin is producing. Media coordinated by mindshare, Frankfurt and emetriq, Hamburg.

Massive investments in fibre optic network

Telekom said it invests several billion euros a year in the expansion of its networks. Today, the company supplies eight million households with a pure fiber optic connection (fiber to the home / FTTH).

This enables speeds of up to one gigabit per second. 36 million households can book at least one tariff with up to 100 megabits per second (Mbit/s) or more in the Telekom network.

Of these, over 29 million households can even get a tariff with up to 250 Mbit/s or more.