Uefa European Championship

Football

Germany and France, two of the pre-tournament favourites for Uefa Euro 2024, are generating the most commercial income from major sponsors at this summer’s tournament, with nothing separating the two national associations in aggregate income from training-kit-related sponsors.
Boxing

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.
Football

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.
Football

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.
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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.
Football

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.
Football
Sponsorship & Marketing

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

Coca-Cola, the US soft drinks corporation, has signed a new deal with its long-term commercial partner Uefa, becoming an official global sponsor of Euro 2024, the second tier of the federation’s national te…
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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.
Football
Sponsorship & Marketing

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.
Football

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.
Football
Sponsorship & Marketing

Uefa has decided to end its sponsorship agreement with Russian state-owned gas company Gazprom following Russia's invasion of Ukraine
Football
Licensing & Merchandising

Uefa, football’s European governing body, is inviting bids from video games developers for a range of licensing rights to Uefa men’s national team competitions during the 2022 to 2028 period.
Football
Sponsorship & Marketing

Uefa has reminded participating teams of their obligations to sponsors in the row concerning product displays of Coca-Cola and Heineken 0.0 in post-match interviews with players at Euro 2020
Football
Sponsorship & Marketing

Uefa has added a new category to its existing deal with Ant Group-owned payment business Alipay, which sees Antchain become the official global blockchain partner of Euro 2020 and Uefa national team football
Football
Sponsorship & Marketing

Entourage Sports & Entertainment, the UK-based sponsorship and talent agency, has secured legendary footballers, including Eric Cantona and Virgil van Dijk, to feature in a Uefa Euro 2020 advertising campaign…