MATTA CREATES BOLD NEW BRAND FOR ENGLAND HOCKEY’S EUROCHAMPS 27 LONDON
MATTA has created a new tournament brand for England Hockey ahead of the EuroHockey Championships 2027, as the sport sets its sights on delivering Big Stadium Hockey in London and attracting a far broader audience than ever before.
In summer 2027, England Hockey will host Europe’s leading men’s, women’s and Hockey ID teams across 12 days of elite competition, with Olympic qualification for LA 2028 on the line. With group matches staged at the Lee Valley Hockey and Tennis Centre and semi-finals and finals moving to the 15,000-seat Twickenham Stoop, the ambition is clear: position hockey as a must-attend major summer event.
England Hockey appointed MATTA to create a distinctive, flexible and memorable identity capable of breaking beyond the sport’s traditional audience – appealing to families, casual fans and major-event seekers, while still resonating deeply with the hockey community.
At the heart of the work is a deliberate separation between the governing body and the event itself, resulting in a snappier, more fan-friendly tournament name: Eurochamps 27 London. Designed to feel like a major sporting occasion rather than a traditional championship, the new identity positions the event as both high-stakes competition and a vibrant summer celebration.
The brand introduces a bold, colourful visual world that captures the speed and intensity of elite hockey, while reflecting the warmth, inclusivity and community spirit that define the game. Built to scale from grassroots engagement to broadcast moments on the biggest stage, the identity delivers the presence and impact required to help fill a 15,000-seat stadium – while remaining welcoming and accessible to first-time fans.
Designed to flex seamlessly across venues, broadcast, digital platforms, merchandise and in-stadium experiences, the Eurochamps 27 London brand ensures the Championships feel unmistakably like one of the UK’s must-attend sporting events.
Eurochamps 27 London marks a defining step forward for hockey in England – bringing elite competition, inclusivity and major-event ambition together on one of the biggest stages the sport has seen in the UK.
This wasn’t about refreshing a championship brand – it was about helping England Hockey think and act like a major event. Filling a 15,000-seat stadium demands clarity, confidence and cut-through, so we created an identity that feels bold, contemporary and fan-first. Eurochamps 27 London is designed to travel far beyond the existing hockey audience and announce itself as a truly unmissable moment in the sporting calendar.
executive strategy director at matta
Eurochamps 27 London is a hugely exciting and ambitious moment for England Hockey. Working with MATTA to bring the brand to life has been a real pleasure. They’ve helped us create a bold, modern identity that reflects what this tournament stands for and feels welcoming to fans both inside and beyond the hockey community.
Director of Marketing, Communications and Commercial at England & GB Hockey
