Racism in association football has become a pervasive problem that should be addressed by the teams as well as the federation. This is the major social marketing principle that has been analysed in this report. The UEFA has been a governing body of the games and has undertaken numerous measures to bring about changes towards a more inclusive policy. It has undertaken numerous social marketing methods to bring real change in the communities. These are creation of dedicated webpages in their website, social marketing campaign, creation of videos of the players and generally adopting a policy towards inclusiveness. The marketing mix of the social issues has been probed in detail in this analysis. The people in general have been more inclusive owing to the efforts taken by UEFA. But the issues of racism continue to exist in the games. There have been penalties and fines that are levied upon the teams. In this analysis the systematic review of the issues has been done in detail. From this case study the expected learning outcomes is analysing the important variables or the factors required for creating and implementing effective solution, additional marketing mixes that needs to be done in order to bring changes. Apart from this the ways to bring in more changes and inclusion of the audience participation has been probed in the following. The report concludes by saying that the UEFA has taken numerous efforts to bring changes in the communities and have been effective. There are some issues that the UEFA needs to incorporate with their existing message to bring in more positive changes for the communities. This process has increased the brand image of the games that has been hosted by the federation. The intangible brand image that the UEFA has garnered in this process will enable them to gain a competitive advantage and ensure sustenance of the Football games in the future.