Sponsorship and marketing at UEFA Euro 2024: an overview

UEFA Euro 2024, taking place in Germany, is a significant event for football enthusiasts and brands. The tournament offers a lucrative platform for sponsors to reach a global audience. Many companies are using innovative marketing strategies to maximize their reach and impact. The event has attracted considerable attention and offers a variety of advertising opportunities.

The Deutsche Telekom has established itself as a national partner and utilizes digital platforms as well as billboards to reach fans across Germany. Additionally, their sponsorship includes the use of the UEFA Euro 2024 logo to increase visibility at all games. Through these measures, the brand is made known to a wide audience.

BYD, a leading Chinese manufacturer of electric vehicles, emphasizes sustainability and provides eco-friendly transportation options for the event. Their involvement also includes setting up fan zones and showcasing their latest advancements in electromobility. In this way, they aim to attract the attention of the European market.

Coca-Cola pursues a multifaceted approach that includes interactive games within their app, social media collaborations with national players, and various competitions with Euro 2024-related prizes. This strategy not only promotes brand engagement but also motivates product purchases.

Adidas, a long-time partner of UEFA, has launched a robust social media campaign featuring players from various teams in viral trends and humorous videos. Their marketing strategies also include large banners and interactive TikTok content, combining traditional and digital marketing techniques to captivate the audience.

Booking.com continues its sponsorship by offering exclusive accommodation deals and fan camps in cities where matches are held. This initiative enhances the fan experience and ensures seamless travel and stay arrangements for the participants.

The tournament sees a significant influx of Chinese companies as sponsors, showcasing China's growing influence in sports marketing. Brands like Hisense and AliExpress have launched campaigns featuring competitions and interactive games. These campaigns engage the audience more deeply through innovative digital experiences and increase their reach.

Broadcast rights have been widely distributed, with contracts secured in key markets such as Japan, France, and the United Kingdom. For instance, Japan's Wowow and Abema have obtained broadcast rights, while beIN Sports covers the French market. This ensures extensive global coverage of the event. The widespread distribution of rights thus guarantees a high international reach.

The economic impact of Euro 2024 is significant, with commercial rights and sponsorship being central. In 2020, the tournament generated 1.88 billion euros, of which 520 million euros came from sponsorships. This year, the tournament aims to surpass these figures through strategic partnerships and innovative marketing campaigns. Expectations are high, as targeted measures aim for success.

Audience numbers have also increased, with record viewership in various regions. The opening match attracted the highest number of viewers in ten years in the United Kingdom. This demonstrates the broad appeal of the event and the effectiveness of the sponsors' marketing strategies. The heightened attention underscores the success of the advertising efforts.

Euro 2024 in Germany stands as a testament to the power of strategic sponsorship and marketing initiatives at global sporting events. From traditional giants like Coca-Cola and Adidas to emerging players like BYD and AliExpress, brands have leveraged the tournament's enormous reach to engage millions of fans worldwide. We at Media Beats GmbH are convinced that the continued interplay of innovative marketing efforts and strategic sponsorship will undoubtedly shape its success and set new standards for future tournaments.

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