"No fiber. No football." This is the message of Telekom's new TV commercial for UEFA EURO 2024 (June 14 - July 14) in Germany. As the official UEFA partner for telecommunication services via fiber optics, the Bonn-based Group will ensure the networking of the ten host cities, the team- and training-quarters and all official fan zones, among other things. In addition, all ten stadiums will be connected to UEFA's International Broadcasting Center (IBC) in Leipzig. The TV images of the matches will be broadcast to the world from here. The spot thrives on contrasts. For example Cheering people watching the tournament together on screens in public squares and pubs - thanks to Telekom's fiber optic supply to the venues. In contrast, there are deserted squares and pubs: a scenario that underlines the message "No fiber. No football". Millions of people in Germany benefit from the stable network "We want to show how important fiber optic lines are today. Millions of people in Germany benefit from our stable network before, during and after the EURO," says Christian Loefert, Head of Marketing Communications at Telekom Deutschland. "We are using the commercial to showcase everything that fiber optics can achieve. Eight million households can already benefit from this quality. And the number is growing every day." Collaboration with one of the world's most successful commercial filmmakers Telekom worked with Andreas Nilsson for the first time to realize this in a special cinematic way. The Swede is one of the most award-winning advertising film directors in the world. He has won four Grand Prix and many golden lions at the Cannes Lions, as well as numerous prizes at major international awards ceremonies such as CLIO, D&AD, Ciclope, LIA and the DGA (Directors Guild of America) Award for "Outstanding Achievement in Commercials". The 30-second commercial "No fiber. No football" will be broadcast from now until April 22 on all high-reach TV channels and on the Internet. adam&eve Berlin and DDB Hamburg are responsible for the creation. Czar Film Berlin is producing. Media coordinated by mindshare, Frankfurt and emetriq, Hamburg.