Winning the game, when you weren't invited to play.

Against serious odds and stiff opposition, MAVERICK helped make history by creating a campaign that won one of Europe’s smallest national teams a 
UEFA membership.


  • The Gibraltar Football Association (GFA) is the governing body for Gibraltarian football and futsal
  • It was formed as the Gibraltar Civilian Football Association in 1895 and is the seventh oldest FA in the world
  • The GFA’s application to become a member of FIFA was filed in 1997, and failed to be ratified on their three initial attempts
  • In 2000, a joint delegation of UEFA and FIFA conducted an inspection on the GFA’s facilities and infrastructure
  • The Spanish FA strongly opposed the GFA’s application and the inclusion criteria rules changed by UEFA

What We Did

  • Devised a full strategic plan across all channels
  • Created the ‘We’re Ready’ campaign to galvanise the GFA, nation and football fans, globally
  • Created a campaign brand, ‘Team 54’, that implied automatic acceptance by the other 53 European members
  • Redesigned the GFA heritage logo
  • Produced four films, marketing collateral, microsite, photography and PR materials
  • Designed, produced and hosted live events and exhibitions
  • Managed content for social media, 24/7
  • Designed sales presenters for face-to-face meetings, together with sales support
  • Translated all communications into 41 languages
  • Created a coffee table book, based on Gibraltar’s football community
  • Designed celebration/commemorative postage stamp


  • Gibraltar is now the 54th member of UEFA
  • 51 of the 53 countries voted in favour of Gibraltar (on their previous vote they received only 4 votes in favour)
  • 1 million interactions on social media, within weeks
  • Potential media coverage of 2 billion across the world
  • A nation’s people galvanised by the campaign
  • Winner of 4 major awards including The Drum Marketing Awards: Grand Prix Overall Winner