UEFA Euro 2024: Sponsors Watch

The UEFA Euro 2024 boasts a roster of global partners and national sponsors, all contributing significantly to the tournament's revenue.

The UEFA European Championship, commonly known as the Euros, is a quadrennial international football tournament contested by the men’s national teams of UEFA member associations. Held in Germany across ten cities from June 14 to July 14, 2024, it’s the pinnacle of European international football.

The Euros began in 1960 with just four teams. The format expanded to eight teams in 1980 and then to 16 teams in 1996. Since 2016, the tournament has featured 24 teams, making it a larger and more inclusive competition.

The Euros have produced iconic moments. Greece’s shocking upset victory in 2004, and Spain’s historic back-to-back titles in 2008 and 2012, showcased the unpredictable nature and thrilling competition that defines the Euros.

The Euros attract a massive global audience, making it one of the most-watched sporting events. This immense popularity is what makes it a goldmine for brands seeking global exposure and association with the passion and prestige of European football.

The Euro 2024 commenced with a dominant German 5-1 victory against Scotland.

The competition boasts a roster of global partners and national sponsors, all contributing significantly to the tournament’s revenue. Let’s delve into some of these key partners:

Global Partners:

adidas: A stalwart UEFA partner since 2001, adidas returns as the official sportswear provider. The sportswear brand will be decking out players and referees in cutting-edge kits, while also supplying the official match ball, the aptly named “FUSSBALLLIEBE” (German for “love of football”). This year’s ball features the first-ever integration of adidas Connected Ball Technology.

AliExpress: Founded in 2009, AliExpress, the e-commerce giant Alibaba‘s online retail platform, joined the Euros as an official partner earlier this year. The platform aims to connect fans worldwide with a vast array of football-related merchandise and other products at competitive prices. AliExpress boasts a localized experience in 220 countries, making it a one-stop shop for fans seeking Euros souvenirs and gear. The legendary footballer David Beckham became the entity’s global brand ambassador in May 2024.

Alipay: Alipay, the world’s leading digital payment platform operated by Ant Group, steps in as another official partner. Launched in 2003, Alipay has revolutionized online transactions in China. The platform offers a secure and convenient way for fans to make purchases through the Euros, supporting transactions in 27 currencies and facilitating tax reimbursements in 35 countries.

Atos: Atos, the French IT giant, joined the Euros as the official IT services provider in December 2022. Its role is crucial, providing a full spectrum of services like a cutting-edge digital workplace, user support, and top-notch network equipment. This ensures smooth operations for UEFA and enhances the experience for everyone involved, from officials to fans.

Betano: Betano, a popular online betting platform established in 2012, teamed up with the Euros in December 2023. The gaming platform offers a safe and secure platform for fans to place bets on matches, adding another layer of excitement to the tournament. This sponsorship allows Betano to connect with millions of passionate fans and solidify its position as a trusted platform for sports betting enthusiasts., a leading online travel company, partnered with the Euros as an official sponsor in November 2023. The platform’s vast network of accommodations, including over 2.7 million properties worldwide, makes it a one-stop shop for fans seeking Euros-related travel arrangements.’s prominent placement on official channels allows it to connect directly with fans planning their Euros adventure.

BYD: Earlier this year, BYD, a leading Chinese manufacturer of electric vehicles (EVs), became the official e-mobility partner of Euro 2024. The manufacturers will provide a fleet of EVs for the tournament, highlighting its commitment to sustainable transportation. This sponsorship allows BYD to showcase its cutting-edge technology to a global audience and solidify its position as a leader in the rapidly growing EV market.

Coca-Cola: Coca-Cola, a long-standing partner of Euros since 1988, brings its signature brand refreshment to the tournament. The association with this beloved sporting event allows the beverage giant to tap into the positive emotions surrounding football and create lasting connections with fans.

Hisense: In the most recent development surrounding Euro 2024, Hisense, a global leader in consumer electronics, renewed with the competition in May 2024 to reach a worldwide audience. As a major sponsor, the brand gains prominent placement during broadcasts and at stadiums, showcasing its televisions, refrigerators, air conditioners, smartphones, and other products to millions of potential customers. This sponsorship grants Hisense exclusive rights to provide the official screens for the Video Assistant Referee (VAR) system at the tournament.

Lidl: Founded in 1932 by Josef Schwarz and partnered with Euro 2024 in April 2023, Lidl is a German discount supermarket chain with over 12,000 stores in 31 countries. The chain is known for offering high-quality fresh food groceries at competitive prices, making it a popular choice for budget-conscious shoppers. Its extensive network of distribution centres ensures a consistent supply of fresh produce and other essentials.

Engelbert Strauss: Engelbert Strauss, a leading German workwear and safety equipment company headquartered in Biebergemünd, joined hands with the Euro 2024 back in October 2022. The brand’s dedication to quality and safety aligns perfectly with the hard work and commitment required in sports like football. This sponsorship allows Strauss to connect with blue-collar workers who are passionate about the beautiful game.

Visit Qatar: As the host of the FIFA World Cup 2022, Qatar Tourism leverages the Euros to maintain global visibility. This sponsorship allows the tourism board to promote upcoming sporting events and showcase its state-of-the-art infrastructure developments to a captivated audience of football fans. This strategic move positions Qatar as a future sporting destination beyond the Euros.

Vivo: A major Chinese smartphone manufacturer, Vivo utilizes the Euros’ massive mobile viewership to promote its cutting-edge technology. This sponsorship grants smartphone manufacturers valuable brand exposure during broadcasts and across digital platforms, allowing them to connect with millions of potential customers seeking the latest mobile advancements.

Regional Partners:

Deutsche Bahn, Deutsche Telekom, ERGO, Bitburger Brewery, WIESENHOF International, and Unilever.

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