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When BT Sport won the exclusive rights to UEFA Champions League we needed to get the pub trade excited about it.We collaborated with artist Andrew Grundon, who specialises in hand-painted bespoke signs, to create a series of traditional pub signs combining classic pub names with football icons. The resulting ads appeared as front covers in the pub trade press with the headline ‘Make your pub the home of Champions League’.

We also approached pubs with similar names across the country and, on match days, replaced their old signs with our new ones. As a result, fans turned up to find their local had been transformed into the new home of Champions League Football.

These humorous signs include names such as: “The Bale and Dragon” referring to Gareth Bale’s Welsh roots; “The Bernabeu Arms” referencing Real Madrid’s world-famous stadium; “The Blue Hart” depicting Jo Hart, Man City keeper, as a stag; “The Lahm and Flag” showing the German defender, Philipp Lahm; and “The Coach and Horses” portraying Jose Mourinho.