Battle of the Brands: EURO2024

Introduction

• EURO2024 is a major marketing opportunity.
• Over 5 billion people watched the tournament.
• The final game had twice the viewership of the Super Bowl.
• Major brands like Adidas, Nike, and Puma invested heavily in sponsorships.

Brand Representation

Team Sponsorships

• Nike: 9 of 24 teams
• Adidas: 6 teams
• Puma: 4 teams

Performance by Stages

• Quarterfinals:
  • Adidas: 2 teams
  • Nike: 5 teams
  • Puma: 1 team
• Semifinals:
  • Nike: 3 teams
  • Adidas: 1 team

Commercial Success

Sales and Popularity

• Adidas' pink Germany shirt: Best-selling German away kit ever.
• Adidas acclaimed for best style: Spain, Belgium, Germany.

Changing Partnerships

• Germany's last EURO with Adidas (after 70 years) before shifting to Nike.

Marketing Campaigns

• Adidas' 'Hey Jude' commercial: Major success, becoming an anthem for English fans.

Player Sponsorships

Adidas Sponsored Players

• Key players: Toni Kroos, Kanté, Lamine Yamal, Bellingham.

Nike Sponsored Players

• Key players: Mbappe, Vini JR, Haaland (not playing), Jamal Musiala, Nico Williams.

Puma Sponsored Players

• Key player: Cody Gakpo.

Summary of Brand Battle

• Nike and Adidas are head to head:
  • Nike has more teams.
  • Adidas has noteworthy individual stories and style.

The Surprise Winner

• Check24: German price-comparison platform.
• Not an official sponsor but gained massive exposure.
• Strategy:
  • Gave away free jerseys with German eagle, Puma logo, and Check24 logo.
  • Required account creation and personal details.
  • Campaign went viral with 5 million orders.
  • Gave €500 to random people wearing the shirt, further fueling the hype.
• Outcome:
  • Brand awareness surged.
  • Check24 app dominated download charts.
  • Gained valuable personal data for further marketing.
• Investment:
  • €100 million for production, logistics, and shipping.
  • Achieved massive exposure without paying UEFA or teams.