The 2024 European Championship has come to an end. Time to reflect: Who are the real winners and losers of this tournament, besides the national teams? Brands and companies have played a part in shaping this major European sporting event. Overall, UEFA EURO 2024™ shows that the success of brands and companies at such major sporting events does not solely depend on financial resources. Rather, it's about how creatively and effectively they communicate their messages and how well they manage to connect with the emotions and values of the viewers.

This year, for the first time, five Chinese brands were among the 13 main sponsors of UEFA EURO 2024™. This is a clear sign of the tournament's growing international importance and the increasing significance of the European market for Chinese companies.

United in the Game: Coca-Cola Focuses on Fan Proximity

One brand clearly stands out as a winner for me: Coca-Cola. Coca-Cola has been a partner of the UEFA EURO without interruption since 1988. At this year's European Championship in Germany, the company demonstrated a holistic, integrated strategy that went far beyond simply placing logos. Coca-Cola put the fans and their needs at the center – with limited-edition products like the Fan Cans and Player Cans, as well as other activations around Coke, Zero, and Light. The result was a coherent visual appearance both digitally and in public spaces, at fan zones, and in the stadiums. With the help of an integrated campaign that ran for over a month on TV, in apps, and on social media to activate and engage Euro fans, Coca-Cola is one of the big brand winners of the tournament. I'm incredibly proud of our teams in Amsterdam, Berlin, and Munich for their contributions to the successful Coca-Cola campaign during UEFA EURO 2024™. Their work, in collaboration with WPP Open X, created a dynamic identity that really captured the unifying rituals fans share as they support their teams.

Successful Underdog: Check24 Scores with Clever Guerrilla Marketing

Check24 also managed to achieve an impressive presence despite lacking an official sponsorship role. Through a clever advertising strategy and the distribution of around five million Puma Euro jerseys, Check24 managed to achieve massive visibility. Fans could receive the jerseys by downloading the Check24 app and registering. The campaign was supported by Lukas Podolski as a brand ambassador. Whether at fan zones, in schools, or on TV – the Check24 logo jersey was omnipresent.

Missed Opportunity: New Sponsors Fall Short of Expectations

In contrast, some sponsors from abroad, found it more difficult to establish the same connection with fans. While the companies used the Euros to increase their brand awareness internationally, public opinion towards them remains divided. In some instances, there was a lack of emotional connection with European fans, the campaigns often seemed interchangeable, and they failed to reach the target group's lifestyle.

Authenticity and Relevance: The Key to Success in Modern Sports Marketing

UEFA EURO 2024™ has shown that modern sports marketing is no longer just about pure presence on TV or on banners, but about how brands establish a genuine connection with people. Authenticity and relevance are crucial to gaining the trust of fans and building an emotional bond.

Creative Activation and Interaction: Accompanying Fans Throughout the Tournament

To stand out during the European Championship, brands should find creative ways to interact with fans and present their messages in innovative and engaging ways. From fan activations to digital campaigns, there are numerous ways for brands to be present during the tournament. The creative involvement of fans strengthens brand loyalty and increases visibility.

Conclusion: A Reflection of Modern Sports Marketing

Brands like Coca-Cola and Check24 have shown how to be successful with a smart strategy and genuine fan engagement, while other brands, still have some catching up to do in reaching the European target audience. The Olympic Games in Paris, the next major event, are just around the corner. It will be exciting to see how brands will defend their positions there and become a part of the Games.