FOCUS ON EUROPE
laceless football boots. On the adidas social media
accounts, the brand highlighted the unique personalities and talents of some of their youngest brand ambassadors, including France’s Paul Pogba and England’s Dele Alli, who were also very active on their personal accounts. adidas said it hoped this would inspire young football fans around the globe. adidas also created live reaction
social spots for Euro 2016, celebrating its ambassadors’ achievements at the tournament.
Carlsberg
UEFA and lager brand Carlsberg have long been partners, having fi rst come together at the 1988 UEFA European Football Championship, held in former West Germany. With the renewal of this partnership
for what is Carlsberg’s eighth consecutive sponsorship of the competition, the company acquired rights in connection with the European qualifi ers from 2014 to 2017. The longstanding partnership refl ects Carlsberg’s commitment to supporting football and confi rms its presence in every phase of the competition.
The Danish company’s global TV campaign for the tournament starred former France defender Marcel Desailly dressed as a French revolutionary. Another ad, which was shown online and formed part of a ticket giveaway, depicted Sky Sports reporter Chris Kamara dressed as an elderly man on the London Underground. Kamara rewarded members of the public with tickets if they off ered to give up their seat to the ‘old man’. The bulk of the company’s
marketing activities were built around its main global ambassador, Peter Schmeichel, who took part in various events and supporter-led activities. And, as you might have expected,
Carlsberg’s marketing strategy played on its well-known advertising theme “If Carlsberg did…”
The Coca-Cola Company
This summer, Coca-Cola supplied drinks to teams, VIPs, the media, Euro 2016 personnel, the participants in the junior programme, match offi cials, volunteers and spectators at all tournament areas and venues. The soft drinks fi rm off ered football
fans the opportunity to win tickets to some of the most keenly anticipated
Carlsberg and UEFA have been partners for 28 years
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matches of the tournament with its biggest ever Euros ticket giveaway. The brand had 2,016 tickets up for grabs. The ‘Win Tickets’ on pack
promotion ran across promotional packs of Coca-Cola, Coca-Cola Zero and Diet Coke across 500ml, 1.25lt and 1.75lt bottles and 330ml can multipacks. This was supported by a campaign, including TV, digital and ‘out of home’. The visual imagery was in line with its Taste the Feeling campaign launched in January. Bobby Brittain, marketing director
for Coca-Cola Great Britain, said: “As an offi cial sponsor of Euro 2016 we wanted our sponsorship to celebrate the fans and bring them closer to the action. We know that the simple act of drinking a Coca-Cola, any Coca-Cola, can make everyday moments more special and we want to extend that to the tournament to make the experience for fans.”
Continental
Continental’s prime objective in investing in various areas of international football was to develop brand recognition and drive home its message with regard to
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