September 6 – Coca-Cola has signed up as a sponsor for the Euro 2020 championships, extending its 32-year partnership with the European governing body UEFA.
The beverage company first partnered with UEFA in 1988 and will have prominent branding rights during the tournament. “We appreciate Coca-Cola’s continued commitment to European national football, which has now reached its fourth decade, by participating as a UEFA Euro 2020 sponsor,” said UEFA’s marketing director of events Guy-Laurent Epstein.
“Coca-Cola is the perfect partner for us, not only for its long partnership with UEFA, but also for its ability to bring people together and bring them closer together. This is particularly relevant for Euro 2020, since for the first time we will take the tournament to twelve countries, which will allow more fans than ever to be able to watch high-level football across the continent.”
No value was given for the deal.
Next year, Rome will stage the opening game of the tournament on June 12. The finals come to an end a month later with the at London’s Wembley Stadium.
To celebrate the 60th anniversary of the tournament, UEFA, under the guidance of former president Michel Platini, decided to stage the tournament in a pan-European format. Matches will be played in 12 host cities across Europe: Amsterdam, Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St. Petersburg.
Brussels, the political capital of Europe, dropped out at the last minute as stadium construction got entangled in administrative and political rabbit holes.
Contact the writer of this story, Samindra Kunti, at moc.l1730788871labto1730788871ofdlr1730788871owedi1730788871sni@o1730788871fni1730788871