The European Football Championship starts on Friday 14 June. The whole month will be dedicated to football, footballers and their fans. And, of course, the partners of both Euro 2024 itself and the national football team are preparing for it.
For several weeks now, the football theme has been written into the communication activities of individual sponsors. Among the partners of the championship, we can mention for example the brand Adidas, which addresses negative pressure in sport in its new global campaign. This is based on research that shows that the same player is up to three times more likely to miss a penalty when playing for the national team than when playing for his club. The campaign features stars such as Lionel Messi, Florian Wirtz, Gio Reyna, Pedri, Ousmane Dembele and Jude Bellingham.
Another partner of the football championship is the German supermarket chain Lidl, which is now represented in 30 European countries. "We are delighted to be part of an event that fascinates our customers and employees in all countries. Just as our products are accessible to everyone, we want to help make UEFA Euro 2024 an experience for all - for example through our Lidl Fan Zones. Many Lidl countries will be cheering, and it's really special that the final tournament is taking place in the country where Lidl's history began," says Eliška Froschová Stehlíková, company spokesperson.
Lidl, which uses the claim "We are one team" in its football campaign, wants to use its partnership to highlight the importance of fresh fruit and vegetables along with sport and exercise in an active and healthy lifestyle. It is with this assortment that the chain links its competition activities in the Lidl Plus app, where it is possible to win tickets. It also offers a special collection of clothing and other items with the championship logo. There will also be children's jerseys available in stores, which will be worn by the players' entourage directly at the matches. In addition, customers can compete with their children for the opportunity to accompany the Czech players directly to the matches as part of the Lidl Kids Team activity. Last but not least, there is a loyalty campaign for football collector cards. During the championship itself, Lidl customers will have the opportunity to enter a competition for 50 official footballs on the app.
Lidl customers and their children can compete in the Lidl Kids Team for the opportunity to accompany the players directly to the match; Source: LidlThe Hellmann's brand from Unilever's portfolio is also newly associated with football, and wants to combine the passion for football with the love of food with its "Score at the Grill" campaign. The initiative is supported by football stars such as Jack Grealish, Joshua Kimmich, Federico Chiesa, David Villa and Petr Čech. The brand's sauces and condiments will be available at the stadiums, and there is also a competition to win prizes such as a Petr Cech jersey, barbecue equipment and tickets to matches, including the final.
Technology brand Hisense has again teamed up with the face of Jan Koller in its domestic football campaign, who can be seen not only in the outdoors but also on the internet and social media.
In the Czech market, the Czech national team's partners are also associated with the championship. The general partner, the Penny supermarket chain, has launched a new advertising campaign for the occasion, starring Michal Suchánek and Richard Genzer. As the custodians of the national team, they present themselves as mentors and helpers, as well as the most loyal fans. The ad also features national coach Ivan Hašek, defender Martin Vitík, striker Tomáš Chorý and goalkeeper Jindřich Staněk.
In addition to the advertising campaign, Penny has also prepared a football-themed game in its app, in which you can win up to 100,000 free products or get discounts on selected products. The main prize is a gift card worth CZK 500,000.
The official partner of the national team - Staropramen - launched its football campaign called the 12th player at the beginning of April. It shows that fans who like to enjoy quality beer inherently belong to football. On the occasion of the championship, the beer brand also released a limited football edition of Staropramen 12 cans. It has been available in stores since the second half of May and features representatives of the national football team. Staropramen beer will also be part of the fan zones.
Fortuna, another official partner of the national team, has been communicating for almost a year with the strategic campaign "Fortuna wishes you well", which operates with the theme of lucky rituals and talismans and will continue along this line during the championship. "We are now working with national team members led by Adam Hložek, Ondřej Lingre or Tomáš Chorý, who will reveal their lucky rituals in the spots and share other interesting facts from their lives, not only in football, with fans on social media," says Leszek Haba, Group Marketing Director at Fortuna, when asked by MediaGuru.
In addition, Fortuna is planning other activations during the championship, including the involvement of Jiří "BJP" Procházka. "During the Euros, it is important to activate new clients as well as reactivate existing ones, so we will offer everyone a quick bonus of CZK 250 at the start of the tournament based on the 'deposit, bet and collect bonus' principle," Haba explains, adding that BetBuilder will be the preferred product. "In the context of the positive response to the World Cup, we have again launched the Bet&Get promotional mechanic where every sixth bet is free," he adds.
The Fortuna activation will also include special bets. "These will be an integral part of the activation communications and we will again work with them across all formats including podcasts, social media and influencer marketing. If a team goes 2-0 up in a tournament, we will immediately pay out bets on them to win, even if they end up losing. Luck of the draw can come if a Czech team fails to score a point. At that point, we will return all stakes on its overall position. And we will also return bets to those who bet on the Czechs to win the match and they fail to score a penalty in the match and unfortunately do not win. Fortuna simply brings luck even in situations where the sporting one doesn't quite come through. But there will be dozens more special occasions," concludes Haba.
Source: mediaguru.cz
