Uefa European Championship

Matt Riches, head of sports marketing for Suntory Beverage and Food, Great Britain and Ireland, explains the sponsorship strategy for the company's Lucozade brands and their recent endorsement deal with England midfielder Jude Bellingham.

Chinese brands currently account for around 25 to 27 per cent of the sponsorship revenue so far committed to Uefa’s men’s national team football sponsorship programme over the eight years from 2022 to 2030.

Chinese automotive powerhouse BYD will use its sponsorship of this summer’s Uefa men’s Euro tournament to support the launch of several new energy vehicle models as it seeks to carve out a 5 per-cent share of EV sales in Europe.

AIM Sport has secured the contract to deliver virtual advertising services and pitch-side LED boards for the upcoming Euro 2024 tournament in Germany, enabling Uefa to provide additional exposure to both global and national sponsors of the event.

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.

Sky Ireland decided to take out Primary Partner rights to the Irish men's national football team after reaping the benefits of an alignment with the women's national team.

Global consumer goods giant Unilever has added to its national team football sponsorship portfolio, agreeing a deal to sponsor Uefa Euro 2024

Uefa has completed its national sponsor tier for the men’s Euro 2024 tournament with the announcement of a deal with German poultry producer Wiesenhof.

Volkswagen will not sponsor next year’s Euro 2024, hosted in its home market of Germany, after deciding not to extend a deal covering Uefa’s men’s national team football competitions for ‘cost discipline’ reasons, SportBusiness can exclusively reveal.

Chinese appliances and electronics manufacturer Hisense has renewed its sponsorship deal with Uefa covering the confederation’s men’s national team football competitions, SportBusiness can reveal.

IT consultancy and services provider Atos will integrate staff at Uefa’s headquarters in Nyon, Switzerland, as part of its eight-year deal to become an Official Global Sponsor of the federation’s men’s National Team Football programme from 2023 to 2030 and will use the deal to showcase its technology services.