The European football governing body, UEFA has announced a sponsorship collaboration with the German telecommunications company, Deutsche Telekom, for the forthcoming UEFA EURO 2024.
Following this deal, the brand has become an official national partner of UEFA EURO 2024, which will take place in Germany from June 14 to July 14, 2024. The German telecoms corporation will offer telecommunications services for the event as well as being a national sponsor, media rights and broadcast partner, in a unique three-pillar strategy.
As part of the deal, Deutsche Telekom will handle connectivity at the 10 host venues, the 24 team base camps and training facilities, and all official fan zones in the host cities. These will be connected to UEFA’s International Broadcast Centre (IBC) in Leipzig, from where all matches’ TV visuals will be transmitted globally. Telekom will also build up and manage the large IT networks (LAN and WLAN) in the stadiums to enable the flawless transmission of TV pictures and communication for media representatives, as well as integrate the UEFA EURO 2024 headquarters and data centres into the entire network.
In addition, Deutsche Telekom will promote UEFA’s flag-bearer program and choose the national flag-bearers for every match as part of the national sponsor agreement. Activation rights within the fan zones of the host cities, where Deutsche Telekom will broadcast every game via MagentaTV at the official public viewings in Germany, are also included in the sponsorship package. Additionally, the sponsorship package also involves the appearance of Deutsche Telekom on the perimeter boards, on UEFA’s platforms in Germany, and well as the rights to use the UEFA EURO 2024 logo.
Finally, after acquiring the media rights to broadcast all 51 UEFA EURO 2024 events live on the exclusive Deutsche Telekom platform, MagentaTV, it has now been revealed that four group stage matches and one round of 16 matches would be carried exclusively on this channel in Germany.
Guy-Laurent Epstein, UEFA Marketing Director, said, “UEFA is thrilled to welcome Deutsche Telekom to the UEFA EURO 2024 commercial partner family. The unprecedented three-pillar partnership underlines UEFA’s and Deutsche Telekom’s common objective of connecting fans across Germany in a more comprehensive way during the four-week tournament. We look forward to collaborating with Deutsche Telekom towards a successful UEFA EURO 2024.”
Michael Hagspihl, Senior Vice President Global Strategic Projects and Marketing Partnerships, said, “We are delighted to unveil this special three pillar partnership agreement with UEFA for what promises to be the most exciting UEFA EURO yet taking place in our home country. This partnership embodies our commitment to bridging gaps and creating meaningful connections, whether through our telecommunications services or the power of football. We look forward to working with UEFA and the relevant stakeholders to provide unforgettable fan experiences and showcase the power of connectivity.”