The first major macro sporting event of the summer is the Eurocup. The competition was scheduled for 2020 and was, in fact, one of the elements that was expected to boost the advertising market during that year. However, the coronavirus crisis forced the plans to be canceled – as happened with the Olympic Games – and to postpone the celebration until 2021.

This month, the Eurocup has started, continuing until next July and becoming a new engine in marketing sports. The list of official sponsors of the Eurocup is a mix of longtime brands and those of the digital universe. Coca-Cola, Heineken and Qatar Airways are joined by Just-Eat, Vivo and TikTok.

In the case of TikTok, sponsorship also has a certain historical element, since it works as a way to give a kind of legitimacy to a new environment. Soccer is one of those popular longtime sports and TikTok is the next generation social media platform. But not only does TikTok benefit by gaining legitimacy, but soccer also manages to amplify its presence among the younger public.

Trying to reach the younger crowd seems like one of the main obsessions of UEFA, the body behind the Euro, this year. The agency has closed an agreement with Fortnite for a special collaboration. On June 16-17, you can play two specific games in a kind of championship linked to the championship. Returning to TikTok, the social network has launched its first television campaign in Spain accompanying the sponsorship.

In addition to the campaign, TikTok will also launch exclusive features – such as augmented reality effects and challenges – and will serve videos from the competition. The other sponsoring brands are also launching special campaigns that visibly connect their brands to the championship, of course.

Just-Eat has had in recent weeks a kind of wheel of luck, in which after each purchase a participation was received to pull the wheel and win prizes related to the Eurocup. He has also campaigned with Eric Cantona, a soccer player to whom consumers of a certain age have a nostalgic bond.

Heineken plays, for its part, in its campaign with the rivalry between fans and with the fact that the Eurocup has had to be delayed. Everything is, yes, with a good rollista background, that there is neither the context nor the year to make a lot of blood.

Other campaigns
In addition to the campaigns of the sponsors, who are the ones with the most visibility, are added the actions of other brands that try to use the claim of the Eurocup to try to position their brands. In a ‘normal’ year, the market would be filled with an avalanche of stocks.

In a year like this, perhaps everything is a bit more discreet. Mediaset and Burger King, for example, have a joint action starring youtubers and the betting platforms are also trying to make themselves visible. Sports brands are the ones who have the most weight in this type of action, especially those that are connected in one way or another to competition. Adidas is the one that is officially linked as the official supplier.

What is earned in sponsorships
Sponsorship income is also tied to what they report directly to their teams. A study has just analyzed which teams make the most money for the brand of their jersey. Germany is the one that takes more money by the inclusion of the Adidas logo on its shirt. They are 65 million euros a year.

After her are France and England, who have Nike as their supplier and who receive respectively 50 and 38.7 million euros. Italy with Puma (29.5 million) and Spain with Adidas (18.5) are the teams that complete the top five. They are followed by Russia (Adidas, 12.5 million), the Netherlands (Nike, 11.1), Portugal (Nike, 7.5), Turkey (Nike, 3.5) and Belgium (Adidas, 3). The team that is least carried by the logo on its shirt is that of North Macedonia, with Jako and below half a million euros.

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