For client MoneyGram, za:media launched one of Europe’s largest football tournaments for young players, called “the MoneyGram Cup of Nations.”
The series of tournaments was aimed at young footballers of all nationalities and cultures aged 16 to 17 from eight European countries. Eight preliminary rounds in Germany, Italy, Belgium, the Netherlands, Great Britain, France, Poland and Spain took place in May and June 2017. The final tournament in Warsaw with the winners of the preliminary rounds was held in August 2017.
Sport has the ability to bring people closer together and blur boundaries. In this sense, the MoneyGram Cup of Nations took advantage of the unifying character of football to set a signal against racism across linguistic and cultural boundaries and to highlight the positive aspects of cultural diversity.
With the Cup of Nations 2017, it was MoneyGram who advocated the integration of immigrants and promoted better mutual understanding between European youth once again.
Football is a bridge that connects people of different backgrounds and is an ideal platform to bring people closer together. MoneyGram’s money transfer services are mainly used by migrants for remittances to family and friends in their home countries.
“We are connecting people and cultures around the world and are pursuing this goal with the MoneyGram Cup of Nations 2017. Following the success of the first edition of the tournament series, the Cup of Nations 2016 in Germany, we have decided to continue this sportevent – this time as a pan-European youth tournament,” explains Michael Schütze, Head of Central & Emerging Europe at MoneyGram International.
All tournaments in all 8 European countries have been a great success for the young players, the clubs and the spectators. The Europe-wide, media-effective event also had a positive effect on the customer loyalty of MoneyGram.