Catalyst Romania Brings Football Energy to LEGO’s Business Kickoff in Bucharest

Client Context

LEGO Romania, part of the global LEGO Group, was preparing its annual business kickoff. The organisation wanted to energise teams while introducing key marketing campaigns linked to its football partnerships and product launches. This included collaborations with well-known footballers and LEGO football-themed sets inspired by global tournaments.

Rather than relying on a traditional presentation-led format, LEGO Romania saw an opportunity to bring the excitement of football into the experience itself — using its energy, pace and universal appeal as a framework for engagement.

To bring this to life, LEGO Romania partnered with Catalyst Romania to design and deliver a fully immersive, football-inspired team experience that would:

• Engage participants around the annual business kick-off themes
• Bring football-related campaigns and partnerships to life in an experiential way
• Build energy, collaboration and connection across teams
• Translate football dynamics into meaningful teamwork behaviours

Program Objectives

1. Energise the annual business kickoff
   Create a high-energy start to the year that reflects the excitement and momentum of football season.
2. Connect teams to key marketing themes
   Bring LEGO’s football partnerships and product launches to life in a memorable, experiential way.
3. Strengthen collaboration and engagement
   Encourage teamwork, communication and shared focus through immersive, interactive challenges.
4. Create a seamless participant journey
   Design an experience where energy, engagement and connection build naturally from one moment to the next.

Program Design & Delivery

Activities: Fever Pitch & Quickfire Soccer
Participants: LEGO Romania employees
Format: Football-themed immersive team building experience

The experience began at the Football Museum Bucharest, a venue that immediately reinforced the day's football theme and set the tone.

Participants were first immersed in Fever Pitch, a high-energy energiser designed to spark excitement from the outset. Through storytelling, performance and shared participation, teams entered the emotional world of football. This icebreaker created instant engagement and set a strong foundation for collaboration.

From there, the energy flowed into Quickfire Soccer, a fast-paced team challenge simulating the dynamics of a live football match. Teams had to react quickly, communicate effectively and make decisions under time pressure, mirroring the intensity and rhythm of a real football game.

At the same time, teams had to balance competition with collaboration, ensuring that success depended on coordination, shared focus and collective decision-making.

Overall, each activity was carefully designed to connect to the next, creating a continuous journey of energy, rhythm and engagement.

Outcomes & Feedback

The experience successfully engaged participants with LEGO Romania’s overarching conference theme of football and energy.

By combining immersive storytelling with active team challenges, the programme:

• Created strong engagement with marketing and campaign themes
• Strengthened collaboration and communication between participants
• Built a shared sense of energy, excitement and alignment for the year ahead
• Delivered an experience that mirrored the dynamics of a live football match

Participants experienced firsthand how fast decision-making, teamwork and coordination directly impact performance — both on the field and in the workplace.

As a result, the client delivered a highly engaging and memorable business kick-off that emotionally connected people to the company’s direction for the year.

Key Takeaway

Football provided the perfect metaphor for teamwork under pressure — fast-paced, collaborative and highly connected.

By transforming this into a fully immersive experience, Catalyst Romania helped LEGO Romania turn their conference into a high-energy journey that brought strategy, engagement and team spirit together in a shared, memorable experience.