When it comes to sports marketing, the game strategy is as important as the game itself. But what happens when the game plan doesn't go as expected? That's exactly what happened to Hellmann's. As the 'Official BBQ Partner' of Euro 2024, Hellmann's got a big surprise when Jack Grealish was not included in the England squad.

Hellmann's, which put Manchester City star Jack Grealish at the center of its marketing strategy for Euro 2024, had prepared various promotional materials for this campaign, from social media posts to video ads. The campaign, which introduced Grealish with Hellmann's products with the slogan 'Up Your Game,' also attracted a lot of attention.

However, England Technical Director Gareth Southgate did not include Grealish in the 26-man squad for Euro 2024, leaving Hellmann's in a difficult situation. This marketing strategy, based on Grealish's participation in the tournament, unexpectedly came to nothing. Grealish's omission also sparked a huge debate around Hellmann's campaign. While fans have been sharing and commenting on the campaign, leaving a question mark on how Hellmann's will adapt its Euro 2024 marketing strategy, the most curious question is: "Will Hellmann's be able to turn this unexpected situation into an opportunity and save the campaign?"