Uefa serves up beer tender for Euro 2020
Uefa, European soccer's governing body, today launched the tender process to find beer sponsors for the pan-continental European Championships in 2020.
For the beer category (including similar drinks such as cider), one ‘national sponsor’ package is available in each of the 12 host nations - Azerbaijan, Denmark, England, Germany, Hungary, Ireland, Italy, Netherlands, Romania, Russia, Scotland and Spain.
Interested companies can submit bids for multiple markets.
The selected companies will have exclusive pouring rights, subject to applicable laws, for the beer category in the relevant stadium (F&B concessions and hospitality areas) and fan zone.
Expressions of interest are required by no later than 12pm (CET) on 8 April, with offers across all markets to be submitted by no later than 17 May.
The process is being handled on behalf of Uefa by the CAA Eleven agency, which is responsible for marketing media, sponsorship and licensing rights for national team competitions, with the tender documents and related information available on request via email to email@example.com.
Prospective bidders must provide CAA Eleven will the following information: company name; brand(s) proposed to be used in the relevant host country(ies); host country(ies) for which the company wishes to bid; and details of current similar sponsorship contracts held.
Heineken, the Dutch beer brand, has been a long-term partner of Uefa for club competitions, sponsoring the elite Champions League since 1995 and adding the second-tier Europa League in 2015, using its Amstel brand.
Danish rival Carlsberg was the beer sponsor at the Uefa Euros from 1988 to 2016, while USA's Budweiser has been an official partner of Fifa and the World Cup since 1986.
According to the findings of a Sportcal report, published last October, 30 of the world’s leading alcohol brands spend $764.5 million per year on sports sponsorship, with soccer responsible for almost half of the total number of active deals, and with the European region and individual teams accounting for a majority of them.
For further details and to buy a copy of 'Sportcal Sponsorship Sector Report: Alcoholic Beverages’ click here.
At the beginning of this month, Uefa launched the process to find Euro 2020 national sponsors in the banking, insurance, telecommunications services and systems, human resources/recruitment services, rail and airlines categories.
A maximum of two packages are available in each nation hosting matches in a bid to prevent clutter.
At previous European Championships there has been a set number of national sponsors in the host country or host countries. There were six for Euro 2016 in France, paying between €7 million ($7.9 million) and €10 million each.
Euro 2020 runs from 12 June to 12 July, with the semi-finals and final to take place at Wembley Stadium in London, and the sponsorship package for England is expected to be the most valuable given that the venue will also host three group games and a round-of-16 fixture.