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Euro 2020 commercial guide: Every team, every sponsor, every venue and all the major TV deals

As the delayed Uefa European Championship gets underway across the continent, SportsPro brings you all the details you need to know about the national team soccer tournament.

11 June 2021 SportsPro
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It was way back in December 2012 that Uefa confirmed it would stage Euro 2020 in 'various major cities' across Europe, rather than the traditional one or two host countries. Needless to say, the world has changed and the goalposts have shifted somewhat in the eight and a half years since.

The brainchild of Michel Platini, the erstwhile president of European soccer’s governing body, the plan to create a one-off 'Euro for Europe' was concocted primarily due to a lack of single-nation bidders – although the official line was that the national team tournament would be spread across an entire continent for the first time to celebrate its 60th anniversary.

In any case, Platini’s self-proclaimed “romantic” idea of staging soccer’s second largest international showpiece across multiple countries received broad support at the time. Here was a chance to take the coveted European Championship to cities and venues that had never hosted before, an unprecedented opportunity for fans from Ireland to Azerbaijan to unite and revel in a truly pan-continental festival of soccer.

By September 2014, 13 cities had been confirmed to host matches, with London’s Wembley Stadium securing the semi-finals and final, and Rome’s Stadio Olimpico given the opening fixture. Brussels was later relieved of hosting duties due to delays over the construction of its stadium but that minor alteration was nothing compared to the wholesale rethink that would follow.

Like major event organisers elsewhere, Uefa’s plans were thrown into disarray by the Covid-19 pandemic. Last summer’s tournament was swiftly postponed by a year as the virus spread across Europe in early 2020. The event retained its name and original identity, but just about everything bar the branding and official merchandise has had to be reworked due to the unprecedented health crisis.

Michel Platini's plan to create a one-off 'Euro for Europe' has been bent out of shape by the Covid-19 pandemic

Now, the prospect of 24 teams and thousands of fans crossing international borders at will throughout a 51-match, month-long occasion feels somehow out of sync with current circumstances. A patchwork of government restrictions will have to be worked around, new health and safety protocols imposed and sponsor activation plans scaled back, but the tournament will nevertheless kick off in the Italian capital on 11th June.

Of the 12 initially confirmed host cities, only Dublin and Bilbao have been stripped of matches, their fixtures relocated to St Petersburg, London and Seville after local authorities in both cities failed to meet Uefa’s attendance guarantees. As such, 11 venues will welcome fans throughout the tournament, albeit with differing restrictions and spectator capacities ranging from 25 per cent in Munich to a full stadium in Budapest.

Commercially speaking, Euro 2020 has attracted the support of several major brands, including Alipay, Booking.com, Coca-Cola, FedEx, Heineken, Hisense, Socar, Takeaway.com, Vivo and Volkswagen. TikTok and Qatar Airways were late additions to the fray having been confirmed as global partners in February, while Gazprom, an existing sponsor of the Champions League, expanded its rights to include Uefa’s national team tournaments as recently as May.

Each of those companies, along with the usual smattering of global broadcasters and licensees, is helping finance a tournament that generated €1.93 billion (US$2.13 billion) in 2016, a figure that was up 34 per cent on the prior edition four years earlier. Of the total revenue last time out, €480 million came from sponsorship and licensing and €1.05 billion from TV rights, with a further €400 million generated by ticketing and hospitality. The latter of those figures is set to be far lower this summer, of course, with Uefa’s income from matchday revenue streams having already plunged by 92 per cent to €3.8 million last season.

Still, the mere fact that Euro 2020 is able to go ahead will bring welcome relief to Uefa. Platini’s plan is at last coming to fruition, and the governing body can finally set aside lingering tensions in the club game to focus on its flagship international showpiece once again.

In depth…

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The teams

Group A


Federation president: Gabriele Gravina 

Technical partner: Puma, €20 million (US$24.4 million) per year, signed 2015, length not reported

Main sponsors: TIM, Eni, Fiat, Posteitaliane  

Other sponsors: Acqua Lete, Lidl Italia, Deliveroo, TeamSystem, Venezia Airport, Emporio Armani, Panini

Total social media following: 8.7 million


Federation president: Dominique Blanc 

Technical partner: Puma, US$2.4 million per year, extension signed 2015, length not reported

Main sponsor: Credit Suisse, value not reported, extension signed 2019, expires 2024

Other sponsors: Volkswagen, Swiss International Air Lines, Carl F Bucherer

Total social media following: 433,079


Federation president: Nihat Ozdemir

Technical partner: Nike, US$4.2 million per year, length not reported

Main sponsor: Spor Toto, value not reported, length not reported

Other sponsors: Turkish Airlines, Vivo, BtcTurk, Arçelik, DenizBank, Turkcell

Total social media following: 794,100


Federation president: Kieran O’Connor 

Technical partner: Adidas, UK£1.3 million (US$1.8 million) per year, extension signed 2016, runs ‘through to Euro 2020 and beyond’

Main sponsor: BT, value not reported, signed 2019, expires 2024

Other sponsors: JD Sports, Boots, MG Motor UK, McDonald’s, Conotoxia, Princes Gate, Penderyn

Total social media following: 1.6 million

Group B


Federation president: Mehdi Bayat

Technical partner: Adidas, US$3.6 million per year, extension signed 2020, expires 2026

Main sponsor: ING, value not reported, length not reported

Other sponsors: Besix, BMW, Carrefour, Coca-Cola, GLS, Jupiler, Lotto, Proximus, PwC

Total social media following: 3.2 million


Federation president: Jesper Moller

Technical partner: Hummel, US$2.4 million per year, signed 2016, expires 2024

Main sponsors: Oddset, Carlsberg, Stark, Arbejdernes Landsbank, Volkswagen, Schulstad, Unisport, Rema1000

Total social media following: 547,687


Federation president: Ari Lahti

Technical partner: Nike, US$1.2 million per year, signed 2014, length not reported

Main sponsors:  Elisa, Motonet, Volkswagen, Kesko, Eezy, Veikkaus, LähiTapiola, Ilta Sanomat

Total social media following: 202,848


Federation president: Alexander Dyukov

Technical partner: Adidas, US$15.3 million per year, extension signed 2018, expires 2022

Main sponsor: Novatek, value not reported, signed 2015, length not reported

Other sponsors: Megafon, Gazprom, Gazprombank, Gazprom Neft, Coca-Cola, Magnit, Sogaz, Volkswagen, Fonbet, Mir Pay

Total social media following: 1.7 million

Group C


Federation president: Just Spee

Technical partner: Nike, US$13.6 million per year, signed 2014, expires 2026

Main sponsor: ING, signed 2000, length not reported

Other sponsors: Albert Heijn, KPN, Dutch Lottery 

Total social media following: 2.3 million


Federation president: Andriy Pavelko

Technical partner: Joma, US$1.8 million per year, length not reported

Main sponsor: Epicentr K, value not reported, length not reported

Other sponsors: New Line, Lvivske White Lion, Parimatch, Glusco, Arber

Total social media following: 609,200


Federation president: Leo Windtner

Technical partner: Puma US$1.5 million per year, length not reported

Main sponsors: Raiffeisen, Admiral, Tipp3

Total social media following: 407,600

North Macedonia

Federation president: Muamed Sejdini

Technical partner: Jako, US$566,000 per year, length not reported

Main sponsors: Gorska Water, Sava Osiguruvanje, Casinos Austria

Total social media following: 42,900

Group D


Federation chairman: Peter McCormick (interim, Debbie Hewitt to take over in January 2022)

Technical partner: Nike, at least UK£400 million over duration, extension signed 2016 and active from 2018, expires 2030

Main sponsor: BT, reportedly worth UK£60 million (US$84.6 million), signed 2019, expires 2024

Other sponsors: Nationwide, Deliveroo, Paypal, Disney, Boots, Continental, Mitre, Cognizant, Pokemon, Buildbase, National Express, Dettol, Weetabix, Emirates, EE, Budweiser, McDonald’s, Snickers, LG, Google Cloud, Lucozade Sport

Total social media following: 18.7 million


Federation president: Davor Šuker

Technical partner: Nike, US$2.4 million per year, length not reported

Main sponsors: Ožujsko, Konzum, Croatian National Tourist Board, HEP, PBZ, Generali

Total social media following: 1.3 million


Federation president: Rod Petrie

Technical partner: Adidas, UK£2.5 million (US$3.5 million) per year, signed 2018, expires 2022

Main sponsor: BT, UK£2.5 million (US$3.5 million) per year, signed 2019, expires 2024

Other sponsors: The National Lottery, Diageo, IMG, JD Sports, Loganair, McDonald’s, Nationwide, Snickers, Spar, Specsavers, Shoosmiths, Soccer Supplement, Twinkl

Total social media following: 920,900

Czech Republic

Federation president: Martin Malík

Technical partner: Puma, US$2.1 million per year, length not reported

Main sponsors: Hyundai, Pepsi, Staropramen, Fortuna

Total social media following: 321,200

Group E


Federation president: Luis Rubiales

Technical partner: Adidas, US$22.5 million per year, signed 2013, expires 2030

Main sponsor: Finetwork, signed 2020, expires 2023

Other sponsors: Caixa Bank, Seat, Bitci.com, Cervezas Victoria

Total social media following: 9.3 million


Federation president: Karl-Erik Nilsson

Technical partner: Adidas, US$2.4 million per year, deal signed 2013, length not reported

Main sponsor: Svenska Spel, deal worth SEK40 million (US$4.8 million) a year, signed 2018, expires 2023

Other sponsors: Sport Bladet, Bauhaus, Coca-Cola, Folksam, ICA, NEH, Scandic, Swedbank, Volvo

Total social media following: 664,300


Federation president: Zbigniew Boniek

Technical partner: Nike, worth around €1.5 million (US$1.8 million) a year, deal signed 2009, extended in 2013

Main sponsor: Lotos, deal worth  €2.2million (US$2.6 million) a year, signed 2018, expires 2022

Other sponsors: T-Mobile, STS, Oshee, Biedronka, Leroy Merlin

Total social media following: 3.17 million


Federation president: Ján Kováčik

Technical partner: Nike, US$1.2 million per year, length not reported

Main sponsor: Fortuna

Other main sponsors: JOJ, 11TeamSports

Total social media following: 121,000

Group F


Federation president: Sándor Csányi

Technical partner: Adidas, US$1.2 million per year, length not reported

Main sponsor: OTPBank

Other sponsors: Tippmix, Mol

Total social media following: 322,800


Federation president: Fernando Gomes

Technical partner: Nike, US$9.2 million per year, extension signed 2017, deal expires 2024

Main sponsor: Sagres, extension signed 2018, expires 2024

Other sponsors: Altice, BPI

Total social media following: 12.95 million


Federation president: Noël Le Graët

Technical partner: Nike, €50 million (US$60.8 million) per year, extension signed 2018, deal expires 2026

Main sponsors: Credit Agricole, EDF, Orange, PMU Volkswagen

Total social media following: 17.85 million


Federation president: N/A

Technical partner: Adidas, €70 million (US$85.2 million) per year, extension signed 2018, expires 2022

Main sponsor: Volkwagen, deal worth between €25 million (US$30.4 million) and €30 million (US$36.5 million) a year, signed 2019, expires 2024

Other sponsors: Bwin, Lufthansa, Coca-Cola, T-Mobile, Commerzbank, Engelbert Straus, Exasol, Samsung, Flyeralarm, Van Laack, Rewe

Total social media following: 13.22 million


Official tournament sponsors

Coca-Cola: The soft drinks giant became the first official sponsor of the tournament in September 2019 when it signed up as the official non-alcoholic beverage of the event, continuing a 32-year association with Uefa.

TikTok: The short-form video app is the first digital entertainment platform to partner with Uefa’s flagship national team tournament. TikTok is launching a range of features for the event, including AR effects, hashtag challenges, and TikTok Lives and Sounds.

Heineken: As the official beer partner of Euro 2020, the Dutch brand has exclusive pouring rights at stadiums, fanzones and fan villages during the tournament, while it will also present the man of the match award.

Just Eat Takeaway.com: Takeaway.com came on board as an official partner of Euro 2020 prior to the Dutch firm’s merger with UK-based online food delivery service Just Eat. The combined company has since broadened its relationship with Uefa to include other national team and club competitions.

Qatar Airways: The state-owned flag carrier added to its soccer sponsorship portfolio by agreeing a deal earlier this year to become the official airline of Euro 2020. The company also has partnerships with Fifa, PSG and AS Roma.

Vivo: The Chinese firm was the only company to sign up as a sponsor of the tournament in 2020, when it was announced as the official smartphone provider for this year’s event and the next edition in 2024.

Uefa national team soccer sponsors

Alipay: In 2018, the Chinese payment platform struck an eight-year deal with Uefa reportedly worth more than €200 million. The company is listed as the European governing body’s official global wallet provider and official global fintech partner.

Booking.com: Became the official accommodation and attractions booking partner for all Uefa national team events back in 2017. The four-year deal runs until 2022.

FedEx: Was named as the official logistics partner of Euro 2020 in 2019 as part of a four-year multi-tournament deal. The company also recently became a sponsor of the Uefa Champions League for the next three-year commercial cycle.

Gazprom: The Russian energy giant partnered with Uefa less than a month ago to secure partnership rights for both Euro 2020 and Euro 2024, building on its longstanding sponsorship of the Champions League.

Hisense: The Chinese manufacturer will be the official television supplier of Euro 2020 having also sponsored the previous edition in 2016.

Volkswagen: The German car giant will be a sponsor of Uefa’s national team tournaments until 2022.

Tournament broadcast partners

Qualified nations

Austria: ORF/OE24

Belgium: VRT/RTBF

Croatia: HRT/Sportklub

Czech Republic: Česká televize

Denmark: DKDR/Nent Group Denmark

Finland: YLE

France: M6/TF1/BeIN Sports

Germany: ARD/ZDF/Deutsche Telekom

Hungary: MTVA

Italy: RAI/Sky Italia

Netherlands: NOS

North Macedonia: Sportklub

Poland: TVP

Portugal: Sport TV Portugal

Russia: Channel One/Match TV/RTR

Slovakia: RTV Slovakia

Spain: Mediaset Spain

Sweden: SVT/TV4

Switzerland: SRG

Turkey: TRT

Ukraine: Media Group Ukraine

United Kingdom (England, Scotland and Wales): BBC/ITV

Other key/host markets

Azerbaijan: AzTV/Public TV Azerbaijan

Australia: Optus

Brazil: Globosat

Canada: Bell Media/TVA

China: CCTV/Super Sports

India and Indian subcontinent: Sony

Indonesia: MNC/Mola TV/RCTI

Ireland: RTÉ

Japan: WOWOW


Malaysia and Brunei Darussalam: RTM Malaysia/Astro Sports Malaysia

MENA: BeIN Sports

Mexico: SKY México

Norway: NRK/TV2

New Zealand: Sky New Zealand

Romania: ProTV

Sub-Saharan Africa: Star Times

USA: ESPN/Univision

Vietnam: VTV Vietnam


Wembley Stadium

Location: London, England

Capacity: 90,000

Games: Group stage, round of 16, semi-finals, final

Covid restrictions: Minimum capacity of 25 per cent for the first three group matches and round of 16 match

Stadio Olimpico

Location: Rome, Italy

Capacity: 70,600

Games: Group stage and quarter-finals

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

Euro 2020 kicks off at the Stadio Olimpico in Rome

Allianz Arena

Location: Munich, Germany

Capacity: 70,000

Games: Group stage and quarter-finals

Covid restrictions: Aiming to host a minimum of 14,500 spectators, approximately 22 per cent of capacity

Baku Olympic Stadium

Location: Baku, Azerbaijan

Capacity: 68,700

Games: Group stage and quarter-finals

Covid restrictions: Capacity capped at 50 per cent

St Petersburg Stadium

Location: St Petersburg, Russia

Capacity: 68,100

Games: Group stage and quarter-finals

Covid restrictions: Capacity capped at 50 per cent

Puskás Aréna

Country: Hungary

Capacity: 67,200

Games: Group stage and round of 16

Covid restrictions: Aims to host games at 100 per cent capacity, but with strict stadium entry requirements for spectators

Arena Națională 

Location: Bucharest, Romania

Capacity: 55,600

Games: Group stage and round of 16

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

Johan Cruyff Arena

Location: Amsterdam, Netherlands

Capacity: 55,000

Games: Group stage and round of 16

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

The Johan Cruijff Arena has had to adapt for the challenges of Covid-19

Estadio La Cartuja

Country: Seville, Spain

Capacity: 60,000

Games: Group stage and round of 16

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

Hampden Park

Location: Glasgow, Scotland

Capacity: 51,900

Games: Group stage and round of 16

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

Parken Stadium

Location: Copenhagen, Denmark

Capacity: 38,000

Games: Group stage and round of 16

Covid restrictions: Hosting games at 25 per cent to 45 per cent capacity

All figures quoted have been reported or are estimated based on SportsPro's analysis of the industry.

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