EURO 2016 Centralised Marketing: Opportunity or Nightmare for Sponsors?

Hi everyone,euro 2016 logo
Carlsberg has signed-up to UEFA’s new central marketing programme in a move which continues a relationship started in 1998. The deal is significant because it gives the brand rights not only to the finals of the competition but for the qualifying tournament as well. With games across every members territory from 2014 through to the finals in France.

The centralised sale of partnerships is a key element of a wide-ranging strategy to enhance the value of UEFA’s premier national team competition Michel Platini is very keen on.

This is a new era for the competition, with the qualifiers for 2016 being re-arranged with teams play across a solid “week of football”.

Speaking at the Soccerex convention in Manchester last month,  UEFA  General Secretary Gianni Infantino  said that “the re-scheduling would allow fans across the continent and around the world to see more of their own nations as well as following the fortunes of some of the world’s best teams.

Carlsberg is the sixth global partner of the European Championship along with  Coca-Cola, adidas, McDonald’s, Hyundai/Kia and Continental.

Tom Moradpour, vice-president of the Carlsberg Brand, said: “The sponsorship of UEFA’s national team competitions provides us with a fantastic platform to raise further the international profile of the Carlsberg brand and its values, while giving us another opportunity to create unique experiences for fans of both football and Carlsberg.”

UEFA’s deal with the CAA agency runs from 2014-18 and covers the qualification process for Euro 2016 and the 2018 FIFA World Cup. CAA is managing the broadcasting, sponsorship and licensing rights for all of the games in the package on behalf of UEFA. Gianni Infantino described centralisation as the “most important evolution” in European football since the inception of the Champions League in 1992.”

A brand new football experience around the corner, not only for football fans, but also for football marketers. How brands associated to the event will leverage their marketing rights simultaneously in many markets could be a fantastic opportunity for some, a nightmare for others.

Karl Lusbec