IMG lands exclusive licensing rights for Uefa Euro 2020

Multi-year deal also covers first two editions of Nations League Finals.

IMG lands exclusive licensing rights for Uefa Euro 2020

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Uefa, European soccer’s governing body, has appointed sports and entertainment agency IMG as the exclusive master licensee for the 2020 European Championship national team tournament.

The new multi-year global rights deal also covers the 2021 Uefa Women’s European Championship, the 2019 and 2021 editions of the Uefa Under-21 Championship, as well as the first two instalments of the Nations League Finals – a new format which has been introduced in an attempt to produce more competitive international matches outside of major competitions.

The agreement comes after a successful collaboration between the two parties for Euro 2016 and Uefa’s other national team tournaments between 2014 and 2017.

“This agreement will allow us to continue to benefit from IMG’s extensive global licensing network and enable fans all over the world to be able to have access to a wide range of official UEFA Euro 2020 licensed products,” said Uefa’s director of marketing Guy-Laurent Epstein.

Euro 2020 will mark the 60th anniversary of Uefa’s flagship event, and the tournament is being played across 12 host cities from 12th June to 12th July 2020, with the final taking place at London’s Wembley Stadium.

“With Uefa Euro 2020, we now have a fantastic opportunity to work on a ground-breaking tournament format, which will create a unique platform to take this milestone celebration to more fans than ever before,” added Mickael Andréo, vice president of licensing at IMG. “We’re looking forward to selecting and working with partners who will allow us to maximise our retail presence across Europe as well as beyond and play a key role in the promotion of the event.”