Euro 2016 business

UEFA Euro 2016: play-field for Asian brands.

UEFA Euro 2016: play-field for Asian brands.

Right now France is the field for a world class sport event: the UEFA Euro 2016. The best European football teams compete to determine who is the best team in Europe. For the first time, we can see that most of the event sponsors are Asian companies. Probably European or Western companies have no money to sponsor such events. For the first time, an European competition of this level got a Chinese sponsor: Hisense. Hisense joins a list comprising nine other high-profile companies with global sponsorship rights to Euro 2016, namely Adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, Socar and Turkish Airlines. There are also six national sponsors in Abritel-HomeAway, Crédit Agricole, FDJ, La Poste, PROMAN and SNCF. Total sponsorship revenues for the tournament are expected to be in the region of €400 million ($438 million). Commenting on the deal, Guy-Laurent Epstein, marketing director of UEFA Events SA, said: “We are excited…