Anshuman JoshiThis article contains information about organisations enjoying a strong branding presence across the physical and digital assets of the 2024 edition of the UEFA European Football Championship, also known as UEFA Euro or the Euros, which is a quadrennial international men’s football competition organised by Europe’s football-governing body, the Union of European Football Associations (UEFA).
Also read: UEFA Euro 2020 Sponsors
OFFICIAL GLOBAL SPONSORS
Adidas
A long-time UEFA sponsor, German sportswear and sports equipment giant Adidas’ current deal with the European football-governing body runs until the end of 2025 and covers the following men’s football tournaments: the Champions League, Euro 2024, the Nations League, and the European Qualifiers.
The most recent partnership extension agreement between the two parties also added coverage of the following women’s football tournaments: the Women’s Champions League, Women’s Euro 2022, Women’s Euro Futsal, as well as Women’s Under-17 and Under-19 Championships.
The partnership also sees UEFA work with Adidas over its “Adidas Football Collective”, which began in 2020 and aims to “create opportunities for greater access and equity in sport”.
Alipay
Jack Ma’s Shanghai-headquartered online payment platform signed an eight-year deal with UEFA in November 2018 to kick off a global partnership. The deal is to cover the 2020 and 2024 men’s Euros as well as the UEFA Nations League finals.
Alipay also serves as UEFA’s official global digital wallet provider as well as its official global FinTech partner. The deal is aimed at providing seamless on-site services and unique digital experiences.
Atos
The Bezons, Paris-based tech company, specialising in cloud computing, signed an eight-year agreement with UEFA to become a National Team Football sponsor, covering all the international men’s football tournaments, as well as its Official Technology Partner in December 2022.
Apart from branding rights, the deal entails Atos helping UEFA “manage, improve, and optimise its complex technology landscape and operations with the overall aim of organising and supporting national team football events”, managing the organisation’s hybrid-cloud infrastructure and offering its array of cybersecurity solutions, digital workplace, user support and network solutions.
Running until 2030, the Atos deal covers the following UEFA international men’s football tournaments: the Euros, the Nations League Finals, the European Qualifiers, the European Under-21 Championship, and the European Futsal Championship.
Coca-Cola
The American beverage giant was announced as the official non-alcoholic beverage sponsor of the 2020 Euros in September 2019, cementing a golden opportunity to secure brand exposure across the eleven countries hosting the tournament. Coca-Cola’s overall association with UEFA dates back to 1988.
Coca-Cola was confirmed as the official non-alcoholic beverage sponsor of Euro 2024 in October 2023. Apart from branding rights, the deal entails Coca-Cola products being made available across all 10 stadiums and official fan zones in Germany throughout the tournament.
Hisense
The Qingdao-headquartered Chinese electronics brand became a Global Partner of UEFA Euro 2020 in April 2019. In June 2020, apart from marketing campaigns, Hisense also worked with UEFA to make UEFA.tv available across its range of smart TVs.
A multi-year partnership extension between the two parties was announced in September 2023, making Hisense a UEFA Men’s National Team Football sponsor. Apart from Euro 2024, the new deal entails Hisense sponsoring the following UEFA international men’s football tournaments: the 2024 and 2026 European Qualifiers, the 2025 Nations League Finals, the 2025 Under-21 Championship, the 2024 Finalissima, and the 2026 Futsal EURO.
Lidl
The Neckarsulm-headquartered German discount supermarket chain signed a multi-year agreement to become an official sponsor of Euro 2024 as well as the European Qualifiers to Euro 2024 in March 2023. This marked the first time Lidl partnered with the European football-governing body.
Engelbert Strauss
The Biebergemünd-headquartered German workwear, safety footwear and personal protective equipment retailer was announced as the official workwear partner of Euro 2024 in October 2022, expanding upon its sponsorship of the UEFA Europa League as well as the UEFA Europa Conference League, which it has maintained since 2021.
Germany internationals Giulia Gwinn and Laura Freigang were also on-boarded by Engelbert Strauss as brand ambassadors to “help build awareness around the tournament”.
vivo
The Dongguan-headquartered Chinese tech company signed a sponsorship deal with UEFA in October 2020, becoming the official smartphone provider for the 2020 and 2024 men’s Euros in the process.
Vivo confirmed via a press release in November 2023 that it would leverage Euro 2024 to showcase its latest tech range to the world via unique fan experiences over the course of the tournament. It will also be supplying the tournament staff with its flagship smartphone range as well as co-present with UEFA the “Player of the Match” ceremony at the end of every game.
Booking.com
The Amsterdam-headquartered Dutch travel platform signed a four-year exclusive global partnership with UEFA National Team Football in October 2017.
Covering ten of UEFA’s international football tournaments from 2018 to 2022, including EURO 2020, the European Qualifiers for EURO 2020 and the 2022 FIFA World Cup, the European U21 Championships 2019 and 2021, the 2022 Women’s Euros and the UEFA Nations League Finals, apart from branding rights, this deal also entailed Booking.com providing dedicated travel experiences to the football fans during the aforementioned tournaments.
In June 2022, ahead of the women’s Euros, Booking.com launched “Pitch View Penthouse” at Wembley Stadium, venue of the tournament’s final, which was a football-themed accommodation and part of Booking.com’s most luxurious package to experience the event.
In November 2023, Booking.com announced that it had renewed its partnership with UEFA and would thus sponsor EURO 2024 as well as Women’s EURO 2025 (to be held in Switzerland).
EA Sports
It was announced in November 2023 that UEFA Euro 2024 would be “coming to” EA Sports FC 24 and EA Sports FC Mobile, with in-game modes and assets themed around the quadrennial event offered to their players in the lead up to its kick off on June 14 next year.
Along with this announcement, EA Sports’ flagship football simulation video game series was also confirmed as the official platform for the official eEURO Esports programme, which will entail an annually-held tournament featuring professional EA Sports FC players representing their respective national teams. The inaugural edition is set to be held next summer.
Betano
Athens-based entertainment company Kaizen Gaming and its sports-betting brand Betano were announced as Official Global Sponsors as well as the exclusive betting partners of the 2024 Euros in November 2023.
Apart from branding rights, the deal entails Kaizen Gaming and Betano offering football fans the opportunity to bet on Euro 2024 games on their platforms throughout the tournament.
Unilever
The London-headquartered consumer goods company was announced as an official Euro 2024 sponsor in December 2023, with the deal covering several brands across its “Nutrition” and “Personal Care” business groups.
The agreement covers the following Unilever “Nutrition” brands: Hellmann’s, Knorr, Colman’s, Amora and The Vegetarian Butcher. In its “Personal Care” business group category, meanwhile, the following brands are covered: Rexona (also known as Sure, Shield, and Degree globally), Dove Men+Care, Axe (Lynx in the UK), Radox, and Dusch Das.
The partnership entails the aforementioned Unilever brands collaborating with “key retail partners throughout Europe to offer football fans some exciting opportunities, including ticket giveaways and special experiences both in official tournament fan zones and through retail promotions.”
BYD
Shenzhen, Guangdong-based new energy vehicle (NEV) manufacturer BYD was announced as the Official E-Mobility Partner of UEFA Euro 2024 in January 2024.
The partnership entails, apart from branding rights, BYD supplying its “diverse range” of NEVs to UEFA stakeholders over the course of the month-long tournament. Product showcasing at Euro 2024 matches as well as presence at the official fan zones are also part of the agreement, with BYD set to carry out Euro-centric activations in its more-than-230 European stores situated across 19 countries.
Also read: UEFA Euro 2020 Sponsors
OFFICIAL LOCAL SPONSORS
Bitburger
Apart from branding rights, the deal entails Bitburger beverages — both alcoholic and non-alcoholic — being made available inside stadiums on matchdays as well as across fan zones and events in the cities hosting the games throughout the tournament.
Deutsche Bahn
Apart from branding rights, the partnership entails Deutsche Bahn offering “an unprecedented travel deal across Europe” to both fans and national teams set to feature at the Euros. Discounted travel passes are to be made available to people both within Germany and from 32 different European countries who will be travelling to the host cities for the duration of the tournament.
Deutsche Telekom
The Bonn-headquartered German telecom giant announced in August 2023 a “three-pillar” partnership agreement with UEFA, becoming an official national partner as well as a media rights and broadcast partner of Euro 2024 in the process.
Apart from branding rights, the partnership entails Deutsche Telekom looking after the network services at “the 10 host venues, the 24 team base camps and training bases, as well as all official fan zones in the host cities.” Deutsche Telekom is also to recruit and provide the national flag-bearers for all Euro 2024 matches as presenter of the UEFA flag-bearer programme. Further, all 51 matches of the tournament are to be broadcast live on its proprietary channel, MagentaTV.
ERGO Group
Apart from branding rights, the deal entails ERGO serving as the exclusive “Presenting Partner” of the volunteer programme which UEFA will be organising in coordination with the ten host cities throughout the tournament.
Wiesenhof
The PHW Group-owned German poultry food products manufacturer was announced as an Official Local Sponsor of the tournament in September 2023.
Apart from branding rights, the deal entails Wiesenhof offering its customers opportunities to win VIP tickets for Euro 2024 games.
Also Read
UEFA Champions League 2023–24 Sponsors
UEFA Europa League 2023/24 Sponsors
UEFA Euro 2020 Sponsors
UEFA Women’s Euro 2022 Sponsors
