STATSPORTS SCORES WITH UKRAINE

 

When Artem Dovbyk scored the 121st-minute winner for Ukraine against Sweden in the Round of 16 he sent a nation into ecstasy and social media into a spin.

Ripping off his shirt he revealed the StatSports tracker used to monitor performance and housed in what some thought looked like a sports bra.

There was speculation that it was a tribute to gender equality, echoing US star Brandi Chastain who created a stir when ripping off her shirt after scoring a winning goal at the 1999 World Cup.

Dovbyk was only three years old when that happened but the good folk at Newry based StatSports won’t mind that with the pictures spreading around the world as one of the viral moments of the tournament.

 

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SCOTTISH COVID SURGE A WORRY FOR SPORT

2,000 of 32,000 cases of Covid in the past two weeks have been linked to Euro 2020 with a particular surge after the game against England at Wembley on Friday 18th. Large numbers had travelled to London without a ticket and gathered in groups but 397 of those who subsequently tested positive had attended the match at Wembley Stadium.

55 more had attended the Fanzone in Glasgow and another 75 had attended one of Scotland’s other two games played at Hampden Park.

Concerns have also been expressed in Denmark and Finland over cases linked to matches in Copenhagen.

Meanwhile, England appears intent to carry on with raising the number of fans attending Wembley Stadium for the semi-final and final of the tournament over the next ten days.

Though if England do not qualify for one or both of the games, fans from other countries who have not quarantined beforehand will not be able to attend.

the spread of covid as a result of sporting events will be studied closely by health officials and stadium operators here as we look to open up to more fans.

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HEINEKEN OFFERS CHOICE

Paul Pogba’s removal of a bottle of Heineken 0.0 at Euro 2020 prompted the brand to offer the choice to players and teams as to whether they objected to the presence of a brand normally associated with alcohol.

Karim Benzema was interviewed with no bottles in sight before the game against Portugal but he was happy to be interviewed in the Star Player zone surrounded by Heineken branding after winning that award in the game.

In a similar fashion to Cristiano Ronaldo and Coca Cola, more people will be aware of Heineken’s presence by their absence than might have been the case if they were there all the time.

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TIK TOK SUCCESS

UK search interest in social media platform TikTok more than doubled during the opening weekend of UEFA Euro 2020 earlier this month, new research has revealed.

The analysis of Google Trends data by creative resource Design Bundles reveals that searches for TikTok in the UK increased by 143% compared to the 2021 average on Saturday 12 June, the second day of Euro 2020, when three games were played.

Interest remained high the following day – 136% higher than the average this year – when a further three matches were played, including England’s hotly anticipated opener against Croatia.

UEFA launched an official Euro 2020 TikTok account prior to the tournament, featuring behind-the-scenes content as well as current and archival footage – it currently has four million followers, and 48.7 million likes for its videos.

The partnership also included broadcast sponsorship rights, giving TikTok brand exposure around UEFA EURO 2020 live match programmes across all European broadcast channels.

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SPONSOR ANALYSIS

We caught up with Daragh Persse of The Brand Fans ahead of the round of 16 to see which of the sponsors had been performing the best in terms of fan sentiment and activation.

 

 

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