February 7 – Tyre manufacturers Continental has expanded its sponsorship agreement with UEFA to include rights to the qualifiers for both Euro 2016 and the 2018 World Cup stretching over the next three years.
The rights package offered by UEFA was made possible by the recent centralisation of commercial rights for qualification matches. Through the new ‘Week of Football’ concept, qualifying matches will be spread over several days, allowing fans the opportunity to watch more games than ever before. This, in turn, will give Continental high visibility around the European Qualifiers matches, with a wide-reaching promotional presence including touch-line advertising.
Continental becomes the third global partner for the European qualifiers joining Carlsberg and Socar. With the Euro 2016 qualifiers due to begin in September, UEFA can expect to see other commercial partners coming on board in the months ahead.
Continental will also enjoy a significant rights package across other UEFA national team competitions, including the European Under-21 Championship in 2015 and 2017, Women’s EURO 2017 and Futsal EURO 2014 and 2016. Commenting on the partnership, Guy-Laurent Epstein, marketing director of UEFA Events SA, said: “It is fantastic that Continental have chosen to endorse UEFA’s newly centralised European Qualifiers platform.”
“As a long-standing partner of the UEFA European Football Championship, this rights package provides an ideal bridge for the company to firmly establish itself across European national team football. By also coming on board as sponsor of our other national team tournaments … we can now look forward to working with Continental throughout the four-year cycle and providing them with a strong platform to promote their brand and engage with their target audience.”
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