- November 25, 2025
- Posted by: SportsV
- Categories: Home News, Industry News, News, Press Releases
The plaudits keep rolling in for Claire Bowden-Hughes and team En2End, who’ve scooped two major honours this season: Silver at the Leaders in Sport Awards for Fan Innovation, and Highly Commended at the North West Football Awards for Best Business or Professional Services Organisation Serving Football.
Fan engagement specialists En2End were awarded Silver in the Fan Solution category at the 2025 Leaders Sports Awards, recognising their work on Coca-Cola Believer Wall, part of the global drinks brand’s UEFA EURO 2024 campaign #TheRitualCup.
The award celebrates En2End’s innovation in bringing fans closer to the moments that matter, blending emotion, technology and storytelling to deliver an unforgettable hybrid experience across 18 countries and 15 languages for Coca-Cola’s UEFA EURO 2024 partnership.
Developed to deepen a fan’s connection with the tournament, the Believer Wall gave supporters a once-in-a-lifetime opportunity to virtually greet their national teams as they arrived at matches, turning personal matchday rituals into real-world rewards. Fans appeared live on screen in-stadium, interacting with players in real time and sharing their experiences through Coca-Cola’s digital ecosystem.
The activation delivered strong engagement results, driving data growth, app interaction, and brand love across Europe. It also set a new benchmark for digital fan experiences, showing that virtual connections can be every bit as powerful as in-person moments.
Claire Bowden-Hughes, CEO and Founder of En2End, said:
“The Believer Wall showed what’s possible when you blend creativity, technology and fan insight. We’re incredibly proud to see this work recognised by Leaders in Sport. It’s a testament to the passion and collaboration between Coca-Cola, UEFA and our En2End team.”
En2End’s mission is to help brands and rights holders bring sport to life, creating live, virtual and hybrid experiences that connect people to the moments that matter. From AXA’s VIP matchdays at Liverpool FC to British Cycling’s national awards night and Coca-Cola’s UEFA EURO campaign, the company helps global partners turn sponsorship into true fan connection.
The 2026 SVB LIVE Conference & Exhibition – with its focus on elevating and innovating the live experience – is being hosted at Everton’s spectacular new Hill Dickinson Stadium on October 1st and 2nd. Attendees at this industry-leading event will benefit from VIP tours of the host venue, in addition to two other Liverpool landmark venues.
Further information on E2End’s silver award-winning Believer Wall activation with Coca-Cola and UEFA can be found here.
Best Business or Professional Services Organisation Serving Football
Following close behind that win, En2End (E2E) Sports Activation & Events Agency, went on to secure Highly Commended status at the North West Football Awards for Best Business or Professional Services Organisation Serving Football.
Bowden-Hughes, said of these well-deserved wins:
“These awards, and the recognition from some of the industry’s best, genuinely mean a lot. The last seven years in business haven’t exactly been linear: we’ve dealt with COVID, constant industry shifts, and me becoming a first-time mum at 45! But we kept pushing, kept creating, and kept backing the power of great fan experiences. Being recognised twice in one season is incredible for the whole team. We’re proud of the journey so far… and even more excited about what’s next!”
Huge well done to Claire and En2End – longstanding supporters of Sports Venue Business and SVB LIVE – a brilliant example of resilience, creativity and northern graft paying off!
It’s brilliant to see a northern agency pushing boundaries in fan engagement, tech-led activations and matchday experience, and getting recognised on a global stage for it!
Source & imagery, courtesy of En2End
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