A matchday update before every match, filmed in England

The Oranje Leeuwinnen playing WEURO in England is a moment worth putting fully on the map online.

Ahead of the women's football tournament, KNVB and sponsor Volkswagen share two goals: make the audience aware that Volkswagen is KNVB's mobility partner, and bring the tournament closer to fans in the Netherlands, building a shared sense of pride and togetherness.

Before the tournament starts, a launch video and a prize campaign, in which Volkswagen gives away a VIP road trip, get fans excited to follow the championship. During the tournament itself, content runs across KNVB and Volkswagen's social channels: Instagram, Facebook, YouTube and Twitter. A host guides fans through each matchday with a matchday update covering the team, the stadium, the host city, the opponent, and other relevant news. On the day of the match itself, a short update and an online quiz run through Instagram stories, followed two days later by a longer recap video on KNVB's YouTube channel.

Filming and editing happen on location in England, with the team adapting content on the spot as the tournament unfolds and news develops in real time. Every piece of content is tailored to the specific channel it runs on, keeping the visual style fresh and consistent across the different formats and platforms.

A tournament followed from a distance can still feel close, if the content meets fans where they already are: a quiz during the match, a recap after it, a host who shows up every single day. That consistency, more than any single video, is what turns a broadcast audience into a following.