EuroChamps27
ENGLAND HOCKEY
The brief
Create a distinctive brand identity for the 2027 EuroHockey Championships in London that can:
- Help fill a 15,000-seat stadium for the semi-finals and finals
- Attract families, casual fans and major event seekers – not just the core hockey community
- Position the tournament as a landmark moment for hockey in England and across Europe
With group matches staged at Lee Valley Hockey and Tennis Centre and the semi-finals and finals at Twickenham Stoop, the scale of the event demanded a brand that felt bigger, bolder and more culturally relevant than previous editions.
The insight
For hockey to fill a 15,000-seat stadium, the event needed to feel like a major summer occasion – something you attend not only for the sport, but for the atmosphere, the energy and the shared experience.
To grow the audience, the brand had to clearly separate the event from the institution behind it – giving it the freedom to live and breathe like a modern international spectacle.
The response
We created a new name and identity: Eurochamps 27 London.
By separating the tournament brand from the governing body, we developed a shorter, sharper, more fan-friendly name – one that feels immediate, ownable and built for the big stage.
The visual identity is bold, colourful and high-energy – capturing the speed and intensity of elite hockey while expressing the warmth, inclusivity and community spirit at the heart of the game.
Designed to flex seamlessly across broadcast, digital, merchandise, in-venue environments and grassroots activation, the brand scales effortlessly – from local engagement to prime-time moments inside a packed stadium.
The result is a tournament identity that feels less like a traditional championship and more like a cultural sporting moment – high-stakes competition and summer celebration combined.
The outcome
Eurochamps 27 London positions the 2027 Championships as a must-attend event in the UK sporting calendar, appealing to both those in the hockey community and new audiences.
With Big Stadium Hockey returning to the UK, Olympic qualification at stake, and men’s, women’s and Hockey ID championships sharing the same platform, the new brand signals a step change in ambition.
MATTA has 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. EuroChamps 27 London marks a major step forward for the sport – on the biggest stage, for the widest possible audience.
Director of Marketing, Communications and Commercial, England & GB Hockey
