Britain’s best-selling newspaper will be at the heart of the Euro 2016 action with a multi-channel campaign to complement its unrivalled football coverage in paper and online.

The Sun will be positioned front of mind by placing our experts at the heart of the commentary, making fans feel like they are sat next to the world’s top pundits in the pub, at home or on the way to and from work. In a newspaper first, top Sun pundits will provide entertaining headlines and updates generated in real-time. Reacting live on digital screens across the UK and Ireland, Sun writers will reach fans at home, on their way to the game and in key football environments via road, rail and pub digital advertising. Britain’s best-selling newspaper will be at the heart of the Euro 2016 action with a multi-channel campaign to complement its unrivalled football coverage in paper and online.

It is the first major piece of work by News UK’s new on-site agency Pulse Creative. The team paired up with CMS company Kinetic Active, who built the bespoke content management system (CMS) to control the digital out-of-home (DOOH) output across the 700 digital screens nationwide.

The campaign will also feature digital activity across social channels Twitter and Facebook and display through AOL and Affectv. Through a Twitter-powered “excuse generator” fans will be able to get out of commitments that will prevent them watching their beloved football, while on AOL-powered selfie platform will help fans put their own faces on to a panini sticker with their chosen country’s kit and flag.

In addition, an exclusive partnership with talkSPORT will see The Sun as the official sponsor of the Alan Brazil paper review, with top Sun journalists giving pre match interviews, and a special post-match phone-in show to give expert Sun insight and analysis.

The campaign will maintain a regionalised focus with content generated by local teams of copywriters and journalists, helping to fuel the fandom across all the home nations and in the Republic of Ireland. The Irish Sun has gone one step further and dropped its price to 50cent to celebrate the launch of #Tournamental.

And the excitement doesn't stop there:

• Euro 2016 handbooks were handed out to fans at key transport hubs heading to France
• A giant Euro’s wallchart will be free with The Sun on June 9^th
• Daily Euro Goals pullouts will be published in The Sun across all regions

News UK Chief Customer Officer, Chris Duncan, said:

The Sun loves to get behind the home nations in big tournaments like the Euros, and talk about the game as fans do. In this campaign we'll help transport audiences to the heart of the footballing action with entertaining content and expert analysis for everyone who loves a big game - from the hard core fan to the occasion-loving gran.”

The Sun Editor in Chief, Tony Gallagher said:

The Sun has always provided our readers with expert football news and views. With the Tournamental campaign we hope more fans up and down the UK will get to see our unrivalled coverage of Euro 2016.”

Danny Josephs, Managing Director at Pulse Creative, said:

This campaign is a great example of how our new Pulse model works best - media and creative sitting in the same place working hand in hand on the same brief to give our client a totally joined up solution. Tonally, it is The Sun at its best - fuelling the fever of the Euros with the style of headlines it is famous for in a way that is big, bold, and up to the minute as the action unfolds. It’s a brilliant media idea and a copywriter’s dream.”

The full campaign will launch nationwide on Friday 10th June and will run throughout the Euros.