These startups will advance their pilot projects in partnership with PepsiCo, Just Eat Takeaway.com, and Mastercard respectively, supported by the UEFA Innovation Hub, the Football Association, the Greater London Authority, and London & Partners.

The initiative, set by the City of London, aims to engage fans in contributing to the social and environmental betterment of the 2024 Champions League final, ensuring a durable positive effect on the host city.

This strategy underscores UEFA’s commitment to stimulating innovative and sustainability-focused initiatives within the football community, aligning perfectly with its Environmental, Social and Governance (ESG) strategy for the final in London.

In partnership with Pavegen, PepsiCo will harness fan engagement to power the Friday Night DJ event, sponsored by Rockstar Energy® drink (talent to be confirmed), by transforming footsteps into electrical energy at the Champions Festival in Trafalgar Square. This project will assess the efficacy of Pavegen's smart flooring technology as a sustainable model for future sporting and entertainment events.

My Emissions, a carbon labelling firm, will collaborate with Just Eat Takeaway.com to measure and disclose the carbon footprint of food options at the UEFA Champions League final, aiding fans in making environmentally-friendly choices. Having tested this initiative in the UK, Just Eat Takeaway.com is expanding its reach following selection for the Champions Innovate programme.

Pledgeball, a charity focused on sustainability in sports, will partner with Mastercard to motivate fans to address climate change. This marks a UEFA first, where Mastercard and Pledgeball will establish a league for fans committed to reducing their carbon footprint. Through promoting sustainable practices, Mastercard and Pledgeball aim to foster a greener Champions League final in London and nurture a more eco-conscious sports community.

The selected startups will benefit from three workshops in London, offering a forum for expert guidance, collaborative development, and enhancement of their innovative solutions tailored to the UEFA Champions League final. The inaugural workshop was held last Wednesday in London, with the subsequent session scheduled for 14 March.

Moreover, beyond the comprehensive support from the sponsors and UEFA, these startups will have the unique chance to present the results of their pilot projects at a final showcase event at London City Hall on 30 May, just two days before the UEFA Champions League final.