Canon applauds Creativity in Football with launch of ‘Canon Creative Play’ on Eurosport

· Canon, world leader in imaging solutions, extends the ‘creativity with imagination’ campaign theme of its UEFA Euro 2004 sponsorship with interactive, multi-media campaign on Eurosport. · Canon’s ‘Creative Play Index’ empowers fans and pundits determine an entirely new match metric.

LONDON, June 9, 2004 – Creativity is the name of the game for Canon this summer, with the announcement today of its latest UEFA Euro 2004 sponsorship initiative - the ‘Canon Creative Play’ concept - in partnership with pan-European sports broadcaster, Eurosport.

Throughout the UEFA European Championships™, Eurosport viewers will be shown the tournament’s most creative pieces of football and asked to vote for their favourite by SMS or online at a specially created ‘Canon Creative Play’ microsite on By voting, viewers are entered into a daily draw to win one of 25 prize packages consisting of a Canon IXUS 300 or IXUS 430 digital camera and CP-300 card photo printer.

In addition, Canon has teamed up with football statistics experts OPTA to create the unique ‘Canon Creative Play Index’ that allocates points to players based on their creativity in each match. The index will empower fans and expert statisticians alike the chance to define the most imaginative and exciting pieces of skilled football on show this summer.

From the incisive pass that puts a striker through to goal, to the run from deep inside the opposition half that goes round three defenders, the ‘Canon Creative Play Index’ will provide quality content for integration into Eurosport programming. The index will enable Eurosport to quantify the creativity of any team or player during broadcasts and will be included in several of the channel’s programmes including Planet Euro, Extra Time, Inside the Teams and news bulletins.

The ‘Canon Creative Play Index’ will also appear online at enabling fans from across Europe to see at a glance which team and player is the most creative. An integrated press relations campaign aimed at news and sports media will highlight the most significant findings from the ‘Canon Creative Play Index’ throughout the tournament.

Visitors to the ‘Canon Creative Play’ microsite, which is already live, can also test their finger football skills by playing the ‘Canon Creative Play Challenge’ – an interactive online game which allows players to choose their team and, with a little fancy fingerwork, craft their own creative plays and lead their team to victory.

In addition to the interactive editorial content and online presence of ‘Creative Play’, Canon will support and extend the ‘creativity with imagination’ campaign theme of its UEFA Euro 2004 sponsorship with almost 500 6-second break bumpers, 180 30-second competition spots and over 200 30-second commercial spots airing on the satellite channel from May 24 and for the duration of tournament.

Canon Europe’s Chief of Communication and Corporate Relations, James Leipnik, said: "As a long time supporter of football, Canon understands the creativity and imagination inherent in the game. The Canon ‘Creative Play’ concept, driven home through pan-European advertising and our content partnership with Eurosport, positions the brand not just as a supporter of football but as one that champions the imaginative, creative aspects of this tournament and the sport in general.

"Creative football has always had the ability to unite fans across the world in shared appreciation. This Euro 2004, we are giving fans the chance to vote for their favourite moments of ‘creative play.’ The synchronised ATL, web and PR activity will highlight and celebrate Canon’s endorsement of elements in the tournament which are notable for exhibiting unusual levels of inventiveness and originality, rather than just those which lead to success."

This latest marketing initiative follows hot on the heels of the company’s new pan-European ‘Finger Football’ multi-media advertising campaign which debuted on Eurosport May 24 and will roll-out across Europe from June 12 until the end of the tournament.

Appendix – Explanation of Canon Creative Play Index

Points will be awarded to different players for performing different actions deemed to be ‘creative’ during a match. The points are as follows:





Attempts on target            


Attempts off target         


Hit woodwork                             


Blocked shots                            


Goal assists                             


Assists for attempts (key passes)        


Successful passes in own half            


Successful passes in opposition half     


Unsuccessful passes in opposition half   




Successful dribbles (take-ons)          


Tackles won                              


Ball recoveries                          


Successful clearances            





Therefore, a player scoring one goal (6), with one attempt on target (3), three off target (6), two assists for attempts (6), ten successful passes in own half (10) and one successful dribble (4) will score a total of 35 points in the Index. From these scores it will also be possible to determine which teams are the most creative.

Media enquiries, please contact:
Ann Morgan
Corporate PR Manager, Canon Europe
t. +44 (0) 20 8588 8000

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Further Information
Canon Europe