Marketing Opportunity: How to score at the Euros 2024

As the countdown to the UEFA European Championships in Germany ticks away, marketers worldwide are gearing up for a once-every-4-year marketing opportunity to position their brands in front of a global audience. From the fervour of stadium crowds to the comfort of living room couches, the Euros 2024 promise an electrifying spectacle that transcends borders and captures hearts – not only of football fans. DCMN showcases this marketing opportunities – from (D)OOH to Performance TV.

The Euros 2024: A Tournament of Unrivalled Magnitude and full of Marketing Opportunities

From June 14th to July 14th, Germany will play host to the UEFA European Championships, featuring 24 teams battling it out in 51 exhilarating matches. While the action unfolds on the field, the real game for advertisers lies in capturing the attention of millions of viewers across the globe and local football audience of 10 cities in Germany: Berlin, Dortmund, Düsseldorf, Frankfurt am Main, Gelsenkirchen, Hamburg, Köln, Leipzig, München, and Stuttgart. 

Time for Football: A Catalyst for Passion and Engagement

Football is more than just a sport; it’s a symbol of passion, emotion, excitement, and dedication. Research indicates that football environments elevate audience engagement by 30% and boost brand sympathy by a staggering 50%. With such heightened levels of attentiveness, advertisers have a prime marketing opportunity to make a lasting impression on viewers during the Euros. The EURO 2024 football matches will be broadcast live on the TV channels ARD, ZDF, and RTL in Germany. While 34 matches will be aired by the public broadcasters, RTL has secured 17 matches.

Research indicates that football environments elevate audience engagement by 30% and boost brand sympathy by a staggering 50%. – Sky Football survey

UK Targeted: UEFA European Championships 2024 Present Unprecedented Reach and Advertising Opportunities

The UEFA European Championships consistently attract a vast audience, with the 2020 edition captivating 80% of the total TV viewership. Among the most memorable moments was the round of 16 clash between Germany and England, which drew a staggering 28 million fans. As anticipation for the 2024 event continues to grow, advertisers can anticipate even greater levels of engagement and viewership, making it an unparalleled marketing opportunity to showcase their brands. The broadcasting landscape for the tournament is diverse and inclusive, ensuring widespread coverage across various platforms. Notably, the BBC will broadcast any England quarterfinals, semifinals with both channels (hopefully) and sharing the final as usual. Additionally, the Euros opening match between Scotland and Germany will be aired on ITV, while the BBC will cover the Scots’ other Group A games against Switzerland and Hungary.

Timing is Key: Navigating Pricing Dynamics

Several factors influence the pricing of advertising slots during the Euros. The involvement of the local team, the timing of the ad within the match, and the stage of the tournament all play significant roles in determining ad prices. Marketers must carefully consider these factors when planning their advertising strategies to ensure maximum impact and value for their investment, especially considering the tournament’s schedule:

  • Tournament Start: June 14, 2024
  • Opening Match: Germany vs. Scotland at the Munich Football Arena (Allianz Arena) in Munich
  • Group Stage: June 14, 2024, to June 26, 2024
  • Round of 16: June 29, 2024, to July 2, 2024
  • Quarterfinals: July 5 to July 6, 2024
  • Semifinals: July 9 to July 10, 2024
  • Final: July 14, 2024

Understanding the timing and dynamics of each stage of the tournament is crucial for advertisers to maximise their reach and impact during this high-profile sporting event.

“Celebrate the power of football as the Euros 2024 electrify screens worldwide. DCMN is thrilled to offer brands a unique marketing opportunity to captivate audiences during this monumental event, ensuring their message resonates with fans across the globe. Let’s kick off an unforgettable journey of brand engagement and connection! ” – Matthias Riedl CEO at DCMN 

Targeting the French Market: A Goldmine of Marketing Opportunities

France, the reigning world champion and Euro Cup finalist, represents a lucrative market for advertisers. With 80% of French people expected to follow the UEFA European Championships, the potential reach is immense. Previous editions of the Euros have seen nearly 50 million French viewers tuning in for each match, with an average of 10 million viewers in the coveted 25-49 age group. For brands looking to expand their reach and influence, France presents a golden opportunity not to be overlooked. Moreover, the official broadcasters of the UEFA Euro 2024 in France are the free-to-air channels TF1 and M6, further solidifying the advertising potential and ensuring extensive coverage across the nation’s television landscape.

Seizing the Moment: Marketing Strategies for Scoring at the Euros 2024

As the UEFA European Championships draw near, marketers must fine-tune their strategies to capitalize on the excitement and anticipation surrounding the event. Whether it’s through captivating TV commercials, engaging social media campaigns, or strategic partnerships with local businesses and event organisers, brands have myriad avenues to elevate their presence and connect with audiences on a deeper level. In conclusion, the UEFA European Championships in Germany offer an unparalleled platform for brands to showcase their products and services to a global audience. By understanding the dynamics of football marketing, leveraging audience engagement, and adopting targeted advertising strategies, marketers can position themselves for success and leave a lasting impression during this historic tournament.

References:

  1. Football Emotion Research SIRC; Sky Football survey
  2. AGF Videoforschung in Zusammenarbeit mit GfK; videoScope, Marktstandard: TV 

    Liked that?

    Here are some more articles that may interest you.

    Unveiling Food Supplement Trends: From Vitamins to Ready-to-Eat Meals

    21% of German consumers use dating apps. What are the most popular ones and is…

    Unpacking the Cart: Insights into Online Grocery Shopping in Germany

    21% of German consumers use dating apps. What are the most popular ones and is…

    Unleashing Insights for Pet Food

    21% of German consumers use dating apps. What are the most popular ones and is…

    Marketing Expansion Template: A Worksheet for Going Global

    Our latest worksheet guides you through every step of building an internationalisation marketing strategy.

    Scale with TV: A Guide to Performance-driven TV Marketing

    Performance TV marketing is a tried and tested way to send your reach to the…

    Unveiling Food Supplement Trends: From Vitamins to Ready-to-Eat Meals

    21% of German consumers use dating apps. What are the most popular ones and is…

    Unpacking the Cart: Insights into Online Grocery Shopping in Germany

    21% of German consumers use dating apps. What are the most popular ones and is…

    Empowering the Future: Prepaid Cards and Apps for Kids

    Financial education has become a key priority for parents and educators, leading to the creation…

    Our Brandformance® Masterclass at OMR22

    Our latest webinar took a look into how FREE NOW has used data despite the…

    Our Offline Tracking Masterclass at OMR22

    Learn exactly how you can use marketing measurement products to refine your offline tracking and…

    The Best-Known Digital Brands In Germany In 2023

    The DCMN Brand Tracker ranked the top digital brands in Germany in 2023, according to…

    AI Creatives – Everyone’s Talking About It, DCMN Did It!

    DCMN combined AI-generated creatives and traditional photography in one of the world's first AI-generated campaigns…

    The Best-Known Digital Brands In Germany In 2022

    DCMN's Brand Tracker ranked the top digital brands in Germany in 2022, according to consumers'…
    Write a comment