SITUATION In June 2024, two major events deeply moved Europe. The future of the EU was about to be shaped at the European elections. And at the same time, football fans were thrilled for the European Championship. Lufthansa, Europe's biggest airline, wanted to send a loud message. By making a bold commitment to both: the elections and football.

IDEA As the sponsor of the German Football Association, we didn't commit to only one nation. We said yes to democracy. Yes to unity. Yes to Europe.