With the start of the Euros fast approaching, some of the key sponsors, including Coca-Cola, Volkswagen and TikTok, explain how their sponsorship strategies have changed due to pandemic delays.

Sponsorship of The UEFA European Football Championship usually presents an attractive proposition for businesses wanting to increase brand awareness and reach an engaged and enthusiastic sporting audience. However, the challenges of the past year have made preparations for this summer’s event more difficult than normal.

This has been reflected in the value of sport sponsorship as a whole. The European sport sponsorship industry hit a record high of €30.69bn (£21.7bn) in 2019, but this dropped by 9% in 2020 to €18.42bn (£15.87bn), according to figures compiled by Nielsen Sports and the European Sponsorship Association (ESA).

To read the full article in Raconteur in which our co-founder Alex Burmaster was quoted click here.