In this study of the last three UEFA European Football Championship (2000, 2004, 2008), we identify institutional entrepreneurs and examine the strategies they use to influence the institution they are part of (UEFA) through the introduction of new information technologies (e-ticketing, online and mobile broadcasting). We build on the literature related to institutional theory and field-configuring events to propose a framework of field configuring institutional change. Our preliminary results suggest that institutions are at play at several levels. For instance, a central key institution, the UEFA, is being maintained through the introduction of new practices (buffer institutions) such as e-ticketing during mega-events (EURO). We describe the type and nature of institutional work used by institutional entrepreneurs involved.