Five Compelling Reasons to Activate Brand Experience at Euro 2024 in Germany

Euro 2024 promises extensive viewership, both in-stadia and through global broadcasts. The tournament will take place across ten world-class stadiums in Germany, including Berlin’s Olympiastadion and Munich’s Football Arena, each a beacon attracting thousands of passionate fans and millions more via digital platforms​​. Leveraging this event provides a brand exposure to a diverse, engaged, and large audience, aligning perfectly with the findings that 84% of sports fans are more favourable towards brands that enhance their viewing experience​​.

Sports events, especially of this scale, generate heightened emotional engagement. Fans are not just passive viewers but active participants in the sporting drama, making them highly receptive to marketing that enhances their experience​​. Brands can craft memorable, interactive fan zones or engaging digital content to capitalise on this, significantly boosting brand recall and affinity.

Euro 2024 is not just a sports tournament; it’s a cultural phenomenon, deeply embedded in the host nation’s and visiting fans’ psyche. Activating in Germany, a nation revered for its rich football history, places brands within a narrative celebrated worldwide. This setting is crucial for creating authentic connections, particularly in an era where 81% of sports fans favour brands that can offer genuine, experience-enhancing interactions​​.

Hosting cities like Berlin, Munich, and Cologne are cultural hubs that offer brands a canvas to craft campaigns that resonate locally yet impact globally. Utilising these urban settings to create experiences that reflect both the sport’s spirit and the local culture can position a brand as thoughtful, innovative, and fan-focused​​.

The legacy of being part of a major sporting event like Euro 2024 can foster long-term loyalty and customer engagement. Brands that are seen contributing positively to the fan experience tend to see an uplift in consumer loyalty and perceived value. The tournament offers a unique platform to build a lasting heritage with new and existing customers, which can translate into sustained commercial benefits​​.