Euro 2022 is underway across England and has brought together 16 teams as well as record attendances for the Women’s game.

TV viewing figures for the tournament are also expected to set new highs. Every game is being shown on RTÉ in Ireland and on the BBC across Northern Ireland and the rest of the UK.

The opening match of the tournament between England and Austria was watched by 3.7 million on linear TV and by another 750,000 on streaming channels provided by the BBC.

In terms of attendance, the 68.781 who attended that opening game at Old Trafford was a new record for the tournament, beating the 41,301 who watched the 2013 final between Sweden and Germany live.

With every figure rising at a significant rate it is little wonder then that the tournament has attracted a high level of interest from blue-chip companies in the sponsorship space.

In total there are 18 brands that have attached themselves to the tournament through deals with UEFA.

Eight of those are multi year deals which run through to the 2025 edition at least. A decision on where that will be staged is due before the end of this year with France, Poland and a combined Nordic bid all likely to be in contention.

A further four are multi year deals that need to be renegotiated after this year’s event and the remaining six were signed for this tournament in isolation but which may lead to deeper engagement.

There is a great spread of sectors represented across the sponsors as well with consumer electronics, sportswear, food, financial services and social media each providing two sponsors and others representing travel, alcohol, automotive, timekeeping, toys, jewellery and personal grooming.

The 18 sponsors are:

International online travel booking service BOOKING.COM
Electrical retailer EURONICS
Spanish healthcare and pharma group GRIFOLS
Global beer brand HEINEKEN
Chinese Electrical goods manufacturer HISENSE
Food takeaway aggregator JUST EAT
Pepsi snack brand WALKERS
Financial services giant VISA
Auto manufacturer VOLKSWAGEN
High end timekeeper HUBLOT
US Sportswear manufacturer NIKE
European Sportswear manufacturer ADIDAS
Youth focused social media brand TIKTOK
Networking brand LINKED IN
Jewellery retailer PANDORA
Danish toy manufacturer LEGO
UK based financial services provider STARLING BANK
Personal grooming brand GILLETTE VENUS

and here are a selection of the campaigns they have been running so far through the competition…

 

 

Sport for Business Partners