Sponsorship Insights from Copa America Centenario & UEFA Euro 2016

Sponsorship Insights from Copa America Centenario & UEFA Euro 2016

It is a summer of soccer (football) in North America and Europe with Copa America Centenario just concluding its month-long run in the U.S., and UEFA Euro 2016 running through early July in France. Such major international events continue to provide sponsors with powerful opportunities to engage fans and tap strong emotions in countries where the sport has long been a passion.

Similar to the content we publish on a more comprehensive scale around FIFA World Cup and the Olympic Games, IEG here takes a quick look at how one Copa America event sponsor, one Copa America team sponsor and two Euro 2016 sponsors are bringing their associations to life.

Humor plays a key role in several of the campaigns. Orange leveraged its partnership with global soccer star Zinedine Zidane in a series of TV ads that highlighted how fans from different countries celebrate the sport, while Quilmes used its partnership with the Argentina National Team to poke fun at Brazil, its primary rival.

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Sponsor Profiles

Click on the logos below to see the public-facing sponsorship activations of each sponsor.

Quilmes
Budweiser
Carlsberg
Orange

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