Paramount+ Turns UEFA Champions League Fandom Into a Super Bowl Moment
Paramount+ launched "Nobody Watches Like U.S." in January 2024, a Super Bowl integrated campaign created by 72andSunny that celebrated American fans who rearrange their working day to watch UEFA Champions League matches streaming live on Paramount+ and select matches airing on the CBS Television Network.
The campaign premieres as a Super Bowl spot on February 11, 2024, two days before the UEFA Champions League Round of 16 returns to screens on Tuesday, February 13, 2024. Its central mechanic is immediately legible: the iconic UEFA Champions League anthem — one of the most recognisable pieces of music in world sport — is performed by American fans who have rewritten the lyrics to dramatise their own dedication to watching matches in the middle of a weekday afternoon. The result is a piece of advertising that doubles as a cultural declaration, positioning Paramount+ and CBS Sports as the definitive American home of Europe's most prestigious club football competition. CBS Sports and Paramount+ have held exclusive rights to UEFA Champions League coverage in the United States since 2020, and in 2022 CBS Sports and UEFA agreed to a landmark six-year extension that secures that partnership through 2030. The campaign is set squarely in the United States, speaking directly to the structural tension at the heart of American Champions League fandom: matches kick off on Tuesday and Wednesday evenings in Europe, which translates to afternoon kickoffs in the US, forcing committed fans to find inventive ways to watch during working hours. That tension is not treated as an obstacle but as a badge of honour, and "Nobody Watches Like U.S." transforms it into the campaign's entire creative premise. Clapboard rates this campaign 67 out of 100.
Paramount+ identifies a behavioural truth rather than a demographic one. The strategic insight is that American UEFA Champions League fans are not casual viewers — they are dedicated enough to watch mid-week afternoon matches at work, in cars, or on phones, and that dedication has never been given a cultural identity of its own. 72andSunny's brief, as articulated by Creative Director Dan White, is to "celebrate the unique dedication of U.S. soccer fans who go out of their way to tune in to the games in the middle of the work day," according to reporting by LBB Online. That framing converts inconvenience into identity, and identity into affinity with the Paramount+ and CBS Sports brands.
The streaming market in the United States is intensely competitive. Paramount+ faces direct pressure from Netflix, which as of early 2024 had moved aggressively into live sports rights, and from Apple TV+, which holds Major League Soccer rights in the United States. The strategic importance of UEFA Champions League exclusivity is therefore significant: it is a premium sports property that neither of Paramount+'s closest competitors can offer on the same platform. Kantar has noted that sport remains one of the highest-value drivers of streaming subscription retention globally, and that dynamic is acutely relevant in the US market. By using a Super Bowl placement — the highest-reach single broadcast event in the United States — to announce the start of the Champions League knockout rounds, Paramount+ and 72andSunny ensure the campaign reaches sports fans who may not yet identify as UEFA Champions League viewers, expanding the addressable audience at precisely the moment when new content is arriving on the platform.
Tom Hooper directs the spot, a choice that carries immediate creative weight given his track record with large-scale musical performance, most notably his work on the film adaptation of Les Misérables. The decision to cast a director with deep experience in choral and ensemble performance is deliberate: the entire creative execution depends on the anthem delivery feeling earned and emotionally resonant rather than satirical. Hooper and 72andSunny New York construct a series of vignettes showing American fans performing the reimagined UEFA Champions League anthem in recognisably American contexts — offices, cars, domestic settings — each scene reinforcing the idea that watching Champions League on Paramount+ is an ingrained ritual rather than a niche behaviour.
Production is handled by Smuggler, with VFX and colour grading completed by Trafik in Los Angeles. Colorist Mark Gethin's contribution to the final grade is documented in the production credits, as reported by LBB Online. The colour work supports the epic register that the anthem reinterpretation demands: the footage carries a cinematic weight that elevates everyday American environments into something that feels genuinely stadium-sized. Dan White described the Champions League anthem as "the perfect tool to highlight these fans' tales and kick off the campaign with something epic," per LBB Online, and the production infrastructure assembled around that idea is consistent with that ambition. The use of the actual UEFA Champions League anthem, rather than a pastiche, is also strategically significant: it anchors the spot to the authentic cultural authority of the competition while simultaneously claiming that authority for American fans watching on Paramount+ and the CBS Television Network.
Campaign US reported in April 2025 that "Nobody Watches Like U.S." doubled UEFA Champions League viewership on Paramount+, according to Campaign US. That figure represents the most direct performance indicator publicly available for this campaign, and it is a materially significant outcome: doubling viewership of a premium sports property is a result that validates both the Super Bowl media placement and the creative strategy of building identity around the American fan experience.
Award recognition further substantiates the campaign's creative standing. The spot wins in the Film Craft — Music category at the Clio Sports Awards 2024, as documented by The Clio Awards. It also receives Silver and Bronze recognition at the Clio Entertainment Awards 2024, again per Clios.com. At the Clio Music Awards 2025, the campaign earns a shortlist recognition in the Use of Music in Film/Video Advertising Craft — Music Supervision category, according to Clios.com. Shots, writing on January 29, 2024, praises the campaign's humorous treatment of what it calls the "unique American experience" of watching European soccer during the workday, per Shots. The combination of measurable audience growth, peer recognition across three separate awards bodies, and trade press enthusiasm positions "Nobody Watches Like U.S." as one of the more structurally effective sports streaming campaigns to emerge from the United States in 2024. The Clapboard Score of 67 out of 100 reflects strong creative and strategic execution, with room for broader cultural penetration beyond the existing Champions League fan base.
"Nobody Watches Like U.S." is a Paramount+ integrated campaign created by 72andSunny in 2024. It celebrates American fans who watch UEFA Champions League matches on Paramount+ during US weekday afternoons. The spot premiered as a Super Bowl ad on February 11, 2024, two days before the Champions League Round of 16 began.
Tom Hooper directs the spot for 72andSunny and Paramount+. Hooper's background in large-scale musical performance informs the campaign's choral centrepiece, in which American fans perform a reimagined version of the official UEFA Champions League anthem in recognisably everyday US settings.
The campaign wins the Film Craft — Music category at the Clio Sports Awards 2024, per Clios.com. It also receives Silver and Bronze recognition at the Clio Entertainment Awards 2024, and earns a shortlist at the Clio Music Awards 2025 for Music Supervision, all documented by Clios.com.
CBS Sports and Paramount+ have been home to UEFA Champions League coverage in the United States since 2020. In 2022, CBS Sports and UEFA agreed to a six-year extension securing the rights through 2030, making Paramount+ the exclusive US streaming destination for every Champions League match.
Campaign US reported in April 2025 that the campaign doubled UEFA Champions League viewership on Paramount+. The spot's Super Bowl placement amplified reach to sports fans beyond the existing Champions League audience, supporting subscriber engagement at the start of the knockout round schedule in the United States.
Creative Director Dan White stated the anthem was "the perfect tool to highlight these fans' tales and kick off the campaign with something epic," per LBB Online. Using the authentic anthem rather than a pastiche anchors the spot to the competition's cultural authority while claiming that identity for American fans watching on Paramount+.
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