July 24 – UEFA has increased their entertainment content output with a tech driven animated series that both relives key moments from WEuro 2025 as well as tells new stories.
For football fans it is an excellent way to see highlights and how goals were created and scored, in remarkable animated accuracy.
As entertainment it draws in a different demographic through official mascot Maddli – the series is titled Maddli’s Alpine Adventure – who “deep in the mountains, stumbles upon a legendary crystal – a glowing gem said to awaken only in the presence of kindness, courage, and love for the game.”
The animation is powered by virtual sports specialists Beyond Sports (a Sony Group company), that uses tracking data from Hawk-Eye Innovations and translates it into animated match action, re-creating every pass, goal, and movement recreated with extraordinary clarity and accuracy.
“But this isn’t just data – it’s storytelling,” says UEFA. “From first-person perspectives to fantastic visuals, the series turns every moment into something playful, powerful, and unforgettable.
“Whether you’re re-living a stunning goal or watching from a mascot’s point of view, these highlights offer something new – a playful take on the passion and precision of elite football.”
Episodes have been dropping after each knockout stage round and can be viewed UEFA’s official YouTube channel. Football is entertainment as well as sport and UEFA and its partners have taken this through animation to a new level.
In terms of story telling the technology is the gateway to the start of multiple creative opportunity. For understanding the game and especially the key moments that decide them, the animation cross-over is faithful to the reality of the action and adds to match and entertainment reality.
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