Sports

Can It Still Be 'Euro 2020' in 2021? Sponsors Hope So


The inadvertent message underscored how organizers are grappling with the myriad complexities of rescheduling a tournament that stands just behind the Summer Olympics soccer competition and FIFA’s World Cup as one of sport’s most-watched events.


This year’s tournament was billed as the biggest Euros yet, and for the first time it was to be a Pan-European spectacular, with the games spread across the length and breadth of the continent, instead of in just one or two host countries, to celebrate its 60th anniversary.


But when UEFA announced last week that it was postponing the tournament, which was set to start on June 12, by a year, it raised an important question for sponsors and commercial partners: Would it still be called Euro 2020, even in 2021?


While a final decision has not been made, several of UEFA’s commercial partners prefer the tournament to keep the Euro 2020 name, according to people familiar with the matter who requested anonymity to discuss private deliberations.


Tim Crow, a sports marketing consultant based in Britain whose past clients include Coca-Cola and BMW, said retaining the 2020 branding would be “infinitely preferable” than having to rename it for UEFA’s many partners.


Some were on the cusp of executing plans that had been hatched as long as 18 months ago, and beverage companies like Coke and Heineken would not only have worked on branding and promotion but also on shelving requirements for their customers, like major supermarkets.






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