Continental links with Euro 2008 for broadcast sponsorship

by Staff

February 01, 2006

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Continental links with Euro 2008 for broadcast sponsorship

LONDON - Continental is to become the first official event sponsor of Euro 2008 and has secured broadcast sponsorship of the football tournament, which will be co-hosted by Austria and Switzerland.

Broadcast sponsorship for the event is usually held by five 'Eurotop' partners, including McDonald's, MasterCard and Carlsberg, whose sponsorship spans all international tournaments run by UEFA. However, alcohol brands are not permitted to broadcast sponsor messages, so Carlsberg's will be handed to Continental.

The tyre brand will be able to run broadcast messages around live matches, as well as being given hospitality and branding rights at games.

UEFA is seeking a further three top-tier sponsors for the tournament; it is in final negotiations with potential sponsors for two of the positions.

The Euro 2008 tie-up is Continental's first partnership with UEFA since its Champions League sponsorship between 1995 and 1999.

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