Euro 2008 Bonanza for UEFA |
| Written by Wyn Grant | |
| Sunday, 08 June 2008 | |
 A major football match can reach more people in more countries than any event. In particular it attracts young male viewers who are a key target audience for advertisers because of their disposable income and their attraction to products that sell on ‘image’. The last European Championship final in Lisbon was watched by 279 million people. ITV was able to increase its prices for the Champions League final by 50 per cent and there was no shortage of takers.Sponsors and broadcasters are providing revenues to Uefa of an expected £1bn for Euro 2008, nearly 35 per cent more than the amount raised from the 2004 tournament in Portugal.The value of television and new media rights has risen more than 40 per cent.Sponsors such as Adidas, Canon, Carlsberg, Mastercard and McDonalds are paying 50 more than they did in 2004. Buoyed by its commercial success with the Champions League, Uefa has adopted a more aggressive approach to television rights sales and conducted direct sales to broadcasters outside Europe.It awarded selling rights to SportFive, a marketing agency based in Hamburg, having previously sold television rights through the European Broadcasting Union. Its global television rights deals have been made with broadcasters such as PCCW in Asia, ESPN in North America and al-Jazeera in the Middle East and North Africa.With a wider audience, sponsors have been prepared to pay more to boost global recognition of their brand names. The championships will be screened for the first time in China and India. With England out of the competition, domestic television audiences could be depleted.The BBC has been running a rather desperate ‘Who will you support?’ campaign.Admittedly in the last World Cup matches such as Poland v. Ecuador attracted an audience of 7.3 million.But there is something special about a World Cup.In the absence of any public buzz, broadcasters will see any audience of more than 5 million this summer as a plus. In any event the host countries should benefit.The organisers estimate that 1 to 1.2 million additional foreigners will visit Switzerland, spending up to £740m and adding 0.15 to 0.2 percentage points to gross domestic product this year.Austria should do even better with an anticipated 2 million visitors. The Swiss organisers hope the contest will add a sense of fun to the country’s reputation for efficiency and politeness, although they will also be making sure that the trains run on time. Austria is hoping that the games should reinforce Austria’s image as a holiday destination after a series of events that has damaged the country’s reputation. The prestige benefits of hosting the tournament are substantial but difficult to price. Wyn Grant is a regular contributor to Albion Road, focusing on the business of the game. He publishes the website Football Economy.
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