UEFA (Union of European Football Associations)
Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.
Spanish banking group Santander has become an Official Sponsor of the Uefa Champions League for the three seasons from 2018-19 to 2020-21.
European women’s football: Interview with Peter Willems, head of marketing activities and sponsorship at Uefa
Premium beer group Heineken has extended its partnership with Uefa’s elite club competitions, through its Heineken and Amstel brands, in what is understood to be a record sponsorship fee for European football’s governing body.
The Euro 2016 final between hosts France and the eventual champions Portugal delivered more than $20m (€18.4m) value for its sponsors across social media platforms, according to research carried out by London-based visual tracking and analytics start-up SnapRapid for Sports Sponsorship Insider.
At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.
Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.
Korean tyre company Hankook aims to increase brand awareness and brand image as a premium tyre supplier in Europe through sponsorship activities that are integral to the company’s marketing strategy in the region.
Countries from five of Europe’s six largest economies make up the top five most-valuable national team sponsorship programmes at Euro 2016, when measured by combined kit deal and main partner income.
With the European Championship in France set to dominate the sporting and sponsorship agenda for the next four weeks, Sports Sponsorship Insider asked Tyson Henly, international head of football at PRISM, the WPP-owned PR and sports marketing agency, about the activation and ROI prospects for the tournament's sponsors.