Ever wondered who the UEFA Euro 2024 sponsors are? Are you curious why you see so many Chinese brands among them this year? Look no further, football fans and business enthusiasts. This blog delves into the fascinating world of UEFA Euro 2024 sponsors and beyond.
UEFA hosts the European Football Championship, or Euros, every four years for the men’s national teams of its member associations around the world. This year, the 17th edition is taking place in Germany, with 24 teams battling it out for the trophy.
Are you seeking for about the financial mechanisms behind this massive event? Do you want to know how sponsors like Booking.com are catering to traveling fans, or how Adidas is using Euro 2024 to unveil innovative technologies?
By the end of this blog, you’ll have a clear understanding of the sponsors powering Euro 2024. You’ll learn their strategies for connecting with fans and the potential impact on the future of the beautiful game in Europe.
In this blog, we’ll explore the world of UEFA Euro 2024 sponsors beyond the football game itself. Let’s begin!
Why are Chinese Companies Sponsoring the 2024 UEFA Euro?
Chinese companies are seeking new markets and growth opportunities beyond their home country. As UEFA Euro 2024 sponsors, they can tap into the European market, which offers significant potential for revenue growth.
Beyond that, the Euro 24 tournament provides exposure to an estimated global audience of five billion people through TV, streaming, and social media. This allows Chinese brands to reach new consumers and build their international presence.
Furthermore, the timing of this sponsorship push coincides with China’s growing technological and economic influence, potentially increasing its influence on international political and economic discourse.
Above all, they allow the UEFA Euro 2024 sponsors Chinese companies to engage with Western markets, localize their image, and gain exposure. Moreover, the association with a prestigious sport can raise its brand position as a major player in business on a global scale.
Major Brands of the sponsors for UEFA Euro 2024
The UEFA Euro 2024 tournament in Germany has attracted a wide range of global sponsors. Thus, these sportswear brands, tech companies, and travel providers secured valuable exposure. Here are 5 major brands signed as official global UEFA Euro 2024 sponsors.
1. Coca-Cola Zero
- Headquarters: Atlanta, Georgia, USA
- Founded: 2005
- Founder: Marcos de Quinto
- Market cap: $274.71 Billion
Coca-Cola Zero capitalizes on the Euros to showcase itself as a relevant beverage choice for today’s health-conscious consumers. By aligning with the high-energy world of football, they create a connection between sugar-free refreshment and peak performance. This strategy attracts fans who enjoy the sport without compromising on their well-being.
Additionally, Coca-Cola’s “Real Magic” campaign emphasizes the joy of human connection. Their sponsorship might involve interactive elements like contests, social media challenges, or promotions specifically designed for the Euros. This allows fans to connect with the brand on a deeper level and positively associate with Coca-Cola Zero.
Coca-Cola, the parent company of Coca-Cola Zero, has been the long-standing sponsor of UEFA Euros since 1988. Moreover, Coca-Cola Zero is a newer product launched in 2005, and likely became a separate sponsor under the Coca-Cola umbrella in more recent years.
2. AliExpress
- Headquarters: Hangzhou Shi,1818-2 Wenyi W Rd, Yuhang Qu, China
- Founded: 2010
- Founder: Jack Ma Yun
- Market cap: $186.94 billion
AliExpress, the international online retail marketplace, has stepped up as among the official UEFA Euro 2024 sponsors. They stand out as the first exclusive e-commerce platform partner for the UEFA Men’s European Football Championship. Thus, this strategic partnership allows AliExpress to connect online consumers with football during the tournament.
Moreover, AliExpress is investing millions of Euros in discounts, deals, and engagement in the tournament. Shoppers can also enjoy discounted prices across key product categories, making their shopping experience even more exciting. Additionally, interactive games and time-limited prizes, such as match tickets, enhance fan participation and enthusiasm.
Furthermore, AliExpress aims to build brand credibility and reassure European consumers about its commitment to quality and customer satisfaction. By joining other global sponsors like Adidas, Coca-Cola, and Booking.com, AliExpress reinforces its commitment to sports and community engagement.
3. Alipay
- Headquarters: Hangzhou, Zhejiang, China
- Founded: 2004
- Founder: Jack Ma Yun
- Market cap: $178.43 Billion
Alipay, a dominant payment platform in China, aims to expand its reach to European consumers. Sponsoring the Euros grants them massive exposure to a new market of potential users. Consequently, Alipay positions itself as a convenient option for traveling Chinese fans.
Their partnership can involve exclusive offers and discounts within the Euro ecosystem. It allows fans to purchase tickets, access merchandise, or even order food and beverages conveniently through their Alipay app. This benefits both parties and creates a smoother and more integrated experience for fans attending the tournament.
Moreover, Alipay among the UEFA Euro 2024 sponsors, is relatively new compared to established brands like Adidas. They secured an eight-year deal in November 2018, making UEFA Euro 2024 their third tournament sponsorship. Thus, they create a wider network of European merchants that accept their mobile payment system.
4. Booking.com
- Headquarters: Amsterdam, Netherlands
- Founded: 1996
- Founder: Geert-Jan Bruinsma
- Market cap: $136.19 Billion
The Euros attract a massive influx of fans traveling to different host cities. Booking.com caters to diverse traveler needs and budgets, capturing a significant share of Euro-related tourism bookings. Consequently, they showcase an exciting range of accommodation options including hotels apartments, hostels, and vacation rentals.
Not only this, Booking.com builds strong partnerships with local tourism boards and accommodation providers in host cities. Their exclusive offers include nearby attractions, curated travel itineraries, or special access to events or fan zones. Likewise, by creating an integrated travel experience, they build brand loyalty beyond the Euros.
Besides, Booking.com among the leading UEFA Euro 2024 Sponsors, announced a four-year global partnership with UEFA to become the official accommodation booking partner. Recently, the UEFA announced that Booking.com has renewed their partnership for both the Men’s and Women’s Euros.
5. Adidas
- Headquarter: Herzogenaurach, Germany
- Founded: 1949
- Founder: Adolf Dassler
- Market cap: $41.66 Billion
Adidas has been an important brand in football for more than 70 years, based on its portfolio of sponsorship deals. As such, the brand name is prominently displayed throughout the tournament – on jerseys, advertising boards, and marketing materials.
Moreover, the Euros provides a platform for Adidas to showcase its latest soccer technologies. They unveiled the official match ball, “Fussballliebe,” featuring innovative “Connected Ball Technology” for the first time at Euros.
In addition, Adidas can create special edition merchandise, run interactive campaigns, and offer exclusive experiences to fans through sponsorships. As UEFA Euro 2024 sponsors, it fosters brand loyalty and creates a positive association between Adidas and the sport.
Advantages of Chinese Presence in UEFA Euro 2024
- Increased Revenue for UEFA: More sponsorships mean more money for UEFA, which can be used to invest in the tournament and European football. his financial boost can benefit players, clubs, and infrastructure development.
- Expanded Viewership: Chinese sponsorships are likely to lead to more interest in the Euro in China, a massive potential market. This benefits UEFA by increasing its audience and potentially leading to high broadcasts in the future.
- Brand Building for Chinese Companies: It provides a great platform for Chinese companies to build brand recognition and image in Europe. Likewise, it will increase sales and market share for them.
Disadvantages of Chinese Presence in UEFA Euro 2024
- Geopolitical Concerns: Some European countries may view the growing Chinese influence as an attempt to gain political leverage. As such, it could cause friction between UEFA and some member nations.
- Ethical Labor Practices: There have been concerns raised about the labor practices of some Chinese sponsors. This can damage the reputation of the Euro and lead to boycotts from fans or broadcasters.
- Market Saturation: With many top sponsors from China, there’s a risk of overexposure. This could lead to standardization and a decrease in the overall appeal of the sponsorship packages.
Final Thoughts
In conclusion, we explored UEFA Euro 2024 sponsors and gained a deeper understanding of the financial ecosystem powering the Euros. We discovered the motivations behind major brands and the rise of Chinese companies in the sponsorship scene.
Sponsors like Adidas and Alipay offering the tournament to connect with fans and build brand loyalty. These partnerships fuel the Euros monetarily and shape the experience for fans.
Above all, will Chinese influence continue to grow? How will sponsors adapt to engage a global audience? Potentially, future Euros will see even more innovative ways for sponsors to engage with a global audience. This beautiful game is also constantly evolving, and the business side is no exception. Thanks for reading!
