Achieving Euro 2016 Marketing
The Euro 2016 tournament took over the majority of Europe’s TV and radio sets this summer, as well as computer screens and smartphones, with games being broadcast live on the BBC and ITV websites and mobile apps. From June 10 to July 10 it was the talk of social media. After the group stages, for example, Cristiano Ronaldo was the most talked about player, with Facebook likes, shares, comments and Twitter shares totalling 613,425. Closer to home, the stats were 335,817 for Wales’ Gareth Bale and 188,850 for England’s Jamie Vardy. On the telly, games were watched
by record numbers. In the UK, England’s game against Iceland peaked at 17.13 million, an audience share of 45.5 per cent, while the fi nal peaked at 15.76 million, a share of 52.5 per cent. The fi gures highlight that, as
always, the Euros are an amazing platform for footballers to showcase their talents to the world. Likewise, it’s a platform that works equally well for brands who want to get noticed and be talked about. That’s why companies opt to splash so much cash on sponsorship deals with the tournament. Euro 2016 raked in about $530m in sponsorship and licensing
Goa ls
hundreds of millions globally for a whole month this summer. Here’s how the tournament’s offi cial sponsors took advantage of it.
deals. Not too shabby. There were 10 offi cial tournament
sponsors, with each brand striving to get the biggest bang for their marketing buck. Here, we take a look at the marketing strategies they employed to do just that.
Adidas
In September 2009 UEFA and adidas announced that they would extend their long-running partnership, making adidas one of UEFA’s top-level sponsors. Its licensing rights include branded and unbranded opportunities; notably the rights to create and market the offi cial match balls used in all national-team events. The German brand rolled out a
broad product supply programme, equipping the staff , offi cials, referees, volunteers, and ball boys and girls of all the national-team competitions. It has also been giving additional equipment support to UEFA’s numerous football development and referees courses. In the run up to the Euros, adidas
put together a series of promotional videos around its ‘First Never Follows’ campaign. This was its attempt to celebrate its football star ambassadors while showcasing its latest footwear, the ‘Mercury Pack’ – the world’s fi rst
The Euro 2016 fi nals reached an audience of spent on sponsorship & licensing $530m
26 issue 28 summer 2016
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