FOCUS ON EUROPE
which gave 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.
Orange
This was the second time that Orange and UEFA had worked together to deliver this key European football event. Orange’s global activation campaign involved the development of exclusive offers allowing fans around the world to get involved in this major tournament. As the official telecommunications
provider for Euro 2016 and a global partner of the tournament, Orange provided all cabled and wireless telecommunications services. This included the transmission of match signals from the ten tournament venues to broadcasters and fans around the world. Orange also provided connectivity to all members of the organising team, officials, journalists, referees and volunteers throughout the tournament via 25,000 access points and mobile services. Digital activation has always been at the heart of Orange’s campaign because social is where the action off
the pitch really takes place. The objective of the partnership was to be as accessible as possible so that everyone could feel involved, whoever they were and wherever they were in the world. Orange Sponsors You was based on a simple premise - to shine the spotlight on the fans and make them the real stars of our sponsorships, like Euro 2016. The Orange Sponsors You TV campaign was first launched on digital, two days before it reached TV screens. Featuring Zinedine Zidane as the chief fan recruiter for Orange, the TV campaign used the notion of dramatically reversing the usual power relationship between fans and players, with our ‘recruiter’ sending his scouts out to help Orange search for the best and most passionate fans around the world. The advertising campaign was also supported by an immersive 360 degree film which features across digital channels, allowing fans to truly experience being in the spotlight.
The State Oil Company of the Azerbaijan Republic (SOCAR)
In May 2013, UEFA announced the signing of a sponsorship agreement with SOCAR as Official Sponsor for UEFA’s national team competitions. This was the second international sponsorship agreement SOCAR has signed in the football world, following the FIFA U-17 Women’s World Cup, which was held in Azerbaijan. During the tournament, SOCAR
promoted a barometer ranking the best European players and created a campaign celebrating fans, teams and players. The company also gave away
European Euro tickets in competitions, and sent six young Azerbijaini footballers, aged between nine and 13, to the finals. This was to encourage young Azerbaijani footballers to higher achievements. On top of this, SOCAR created a
fans zone at Baku Olympic Stadium so that fans back in Azerbaijan could
immerse themselves in the matches. Prior the the Euro 2016 kick off, Elshad Nasirov, SOCAR VP of marketing and investments of SOCAR, had said: “Sports sponsorship is very important for us, and to be associated with an exciting competition of this scale is essential for SOCAR. It provides us with a unique platform from which to increase the international visibility of SOCAR, and reflects our objective to establish and build a leading brand in the energy sector.”
Turkish Airlines
Turkish Airlines officially joined the UEFA Euro 2016 commercial programme as a global sponsor with exclusive worldwide rights and the official airline for the tournament. It developed 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 flies to 22 of the 24 competing countries and covers six destinations within France, so it claimed it was the ideal partner to ensure that fans and players arrived relaxed and ready to enjoy the tournament. Turkish Airlines also created a series of on-ground and inflight experiences for their passengers during this summer’s Euro 2016. Passengers travelling with the championship’s Official Airline Partner were able to watch live matches on-board and in lounges, while some won tickets to the tournament during their flight. Turkish Airlines’ CMO, Ahmet
Olmuştur, said: “Upgrading our passengers’ experience is at the heart of everything we do at Turkish Airlines and our partnership with Euro 2016 gave us another great opportunity to do just this. Whether at the airport or at 37,000 feet, we helped unleash the fan passion in all our passengers by allowing them to experience the joy of the tournament, no matter where they are.”
29 issue 28 summer 2016
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