What do you do when live soccer is locked down for about 100 days? Show fans why they love the sport in the first place. beIN SPORTS’s “Love it Like the First Time” campaign was the network’s first truly integrated global marketing initiative, spanning 43 countries and five continents. And it was pulled off remotely by beIN’s team in Miami. Love it Like the First Time reminded fans of all those great soccer history firsts—Messi’s first game, Mbappe’s first hat-trick with PSG, Sergio Ramos’s first game for Real Madrid, and other great moments. The campaign included tune-in promos, giveaways, and out-of-home media in various languages including English, Spanish and Arabic. beIN even created a free, print-at-home coloring book filled with iconic soccer images. The results made beIn SPORTS shout ‘ole!,’ generating over 250 million media impressions and more than 80 articles globally.