Football Sponsors/ Sponsorship and Media
Uefa has announced its determination to crack down on advertisers who try to get their brands into Euro 2008 stadiums despite exclusive sponsorship deals with a certain few companies.
Uefa has so far allowed exclusive advertising rights to only a select number of companies, which will be able advertise freely in stadiums this summer, although others are planning on side-stepping the exclusivity deals in order to sneak their brands into the Euro venues.
One measure likely to be stopped first is the decision by marketers to hand out free t-shirts and hats to fans in the hope they wear them into the stadiums and therefore create a free form of advertising when the TV cameras are focused on them.
Fans are not likely to be in trouble for wearing the offending attire however, as Uefa spokeswoman Pascale Vogeli explained to World Radio Switzerland.
"In the cities we will not go to the fans and say, take off those T-shirts… But we will contact the companies and say 'stop your promotional activities.'"
The stance is slightly less brutal than that taken by Fifa in 2006 when Dutch fans were made to watch a match against the Ivory Coast in their underwear if they were found wearing orange trousers bearing the logo of a beer which was not an official sponsor.
If the stance is taken any further however there is a danger that fans who try to wear the kit of their home team will be told to cover the advertising on their shirts, as it is likely that these will not correspond to the European championship advertising deals at the time.
© Copyright
21 October 2010
21 October 2010
21 October 2010
20 October 2010
20 October 2010
