Euro 2016: It's all about big brands, big bucks and massive viewership

Euro 2016 will be telecast live in more than 230 territories around the world. It is expected that 150 million spectators will be watching the tournament each day

e4m by Ronald Menezes
Updated: Jun 8, 2016 8:12 AM
Euro 2016: It's all about big brands, big bucks and massive viewership

Euro 2016 is around the corner and football fans across the globe are eagerly waiting for the action to begin. Like every major sports tournament, Euro 2016 too is highly preferred by brands and sponsors to showcase themselves on the European mega stage.

Facts and figures

Euro 2016 will be telecast live in more than 230 territories around the world. It is expected that 150 million spectators will be watching the tournament each day. In 2012, more than 8.1 billion people watched the sporting event, which speaks about the popularity and massive reach of the championship.

The on-ground sponsors, who spend a hefty amount, will see almost 2.5 million fans visiting the stadiums to watch the action throughout the tournament, including 1.5 million foreign fans. By comparison, there were 1.4 million fans in total in 2012.

According to estimated revenues revealed by UEFA, the tournament will garner 1 billion Euros in TV rights, 400 million Euros in sponsorships and 500 million Euros in tickets and hospitality.

Global partners

Here is a peek into some major brands that are associated with Euro 2016, including their commercials and marketing campaigns across the globe:


In September 2009 UEFA and Adidas announced an extension of their long running partnership, with an extensive range of rights having been awarded to the brand for UEFA EURO 2012 and UEFA EURO 2016 and for all other national-team competitions held between 2010 and 2017.

Adidas is one of the top sponsors for UEFA and owns the right to create and market the official match balls.

Along with its own retail capabilities, Adidas will work to create a global sports retail programme. It will also roll out a broad product supply programme, equipping the staff, officials, referees, volunteers, and ball boys and girls of all the national-team competitions during the agreement period. Adidas will also provide additional equipment support to UEFA’s numerous football development and referees courses.

This year the official Adidas ball will be called Beau Jeu which means “The beautiful game”. Adidas also launched the new chrome football boots for the Euros.


UEFA and Carlsberg first came together at the 1988 UEFA European Football Championship held in the former West Germany and have continued their partnership ever since.

Carlsberg is the first partner to endorse UEFA’s new marketing platform, which includes the UEFA European Football Championship and the European qualifiers. According to media reports, Carlsberg’s Euro soccer campaign is said to be worth $90 million. Carlsberg released a patriotic Euro 2016 ad for the England football team.

Watch it here

Marcel Desailly, the ex-footballer, is depicted as a French revolutionary leader in Carlsberg's global TV ad for Euro 2016.

Watch it here

As part of its marketing campaign this Euro, Carlsberg installed a giant vending machine giving away the famous red jersey worn by Geoff Hurst’s team when England won the world cup in exchange for the shirts the supporters were wearing while visiting the vending machine.

Coca Cola

Coca Cola’s rights include exclusivity in its product category, namely all non-alcoholic beverages, including tea and coffee, and also cover promotional programmes, such as flag bearers and the ultimate VIP access tournament.

It will also supply drinks to teams, VIPs, the media, UEFA EURO 2016 personnel, the participants in the junior programme, match officials, volunteers and spectators at all tournament areas and venues.

Coca Cola also announced a campaign in England with 504 prizes of 4 tickets on offer to let winners enjoy the game with their friends and family. The ‘Win Tickets’ on pack promotion will run across promotional packs of Coca Cola, Coca Cola Zero and Diet Coke across 500ml, 1.25lt and 1.75lt bottles and 330ml can multipacks.


As the official automotive partner of UEFA EURO 2016, Hyundai/Kia will be the exclusive supplier of vehicles carrying team officials, teams, referees, organisers and guests to and from the stadiums, training bases and host cities. Hyundai also released a commercial with the #realfanfirst hashtag. Watch it here

Hyundai Kia also handed over 875 cars for Euro 2016 for a ceremony to be held at the Stade de France , venue for the final on 10th July.

It also unveiled a 360 degree screen fan zone in London’s King cross for Euro 2016. The 45,000 capacity Hyundai FanDome will be free to all and offers viewers the opportunity to experience thissummer’s tournament in France through a world-first live reactive 360-degree audio-visual

    experience. They also released a video for the same.

Watch the video here


McDonald’s has been a core partner of UEFA’s national team competitions since 1992. The company’s activities at UEFA EURO 2016 will centre on initiatives such as the official player escort programme, which gives more than 1,000 youngsters a unique opportunity to walk onto the pitch hand in hand with their heroes, and the McDonald’s EURO Cup, which offers its employees the chance to play at one of the official EURO 2016 stadiums.

Mc Donald’s is the main sponsor for UEFA’s fantasy football.

Turkish Airlines

As part of its campaign, Turkish Airlines will be developing exclusive offers, such as special airfares for fans flying to France and charter rates for competing teams travelling to and from the tournament.

Turkish Airlines will stream live matches for passengers travelling on board the airliner to celebrate their sponsorship with Euro 2016.

The airlines announced its ‘Meet Europe’s Best’ campaign which includes the launch of television commercials, unique plane liveries, ticket giveaways and a dedicated microsite. It will spotlight the very best fans from around the continents; those that go above and beyond to show their love and passion for their national team.

With Euro 2016 anticipating 150 million viewers per game, brands across the globe have all the right reasons to get associated with the game.

For more updates, be socially connected with us on
WhatsApp, Instagram, LinkedIn, Twitter, Facebook & Youtube