Euro ’16 Trends > 3: Fans First – Supporters Before Soccer

They’ve invested big bucks to be official global tournament partners, but the most common activation approach adopted by UEFA Euro 2016 sponsors is to focus on the fans rather than the football.
While official telco Orange claims that with its ‘Orange Sponsors You’ campaign it is ‘seeking to take a different approach by focusing on the fans as most other big brands and sports sponsors focus on star players and teams’ one must ask quite how ‘different’ this strategy is.
After all, the official drinks sponsor Coca-Cola is also rolling out a Euro 2016 tournament activation programme that trumpets ‘putting fans at the centre of the campaign’, while official airline partner Turkish Airlines states that it’s ‘Meet Europe’s Best’ initiative ‘focuses the spotlight on the very best fans from around the continent – those who go above and beyond to show their love and passion for their national team’ and official auto sponsor Hyundai’s ‘Real Fans First’ campaign is ’a celebration of fans that brings supporters together to share the tournament excitement’.
One unifying thematic thread that ties Euro 2016 global sponsors together is ‘putting fans first’…more

 

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