The 2024 European Championship is poised to set new standards as the most technologically advanced football tournament in history, promising innovations aimed at enhancing both the game and the fan experience. Hosted in Germany, the tournament will introduce groundbreaking technologies designed to accelerate gameplay and reduce refereeing errors. In addition, UEFA plans to increase revenue by 25% compared to previous tournaments through sponsorship contracts and the sale of television broadcasting rights. SponsorsGo has compiled the ultimate list of partners for EURO 2024 and their activations.

Global partners

• Adidas
• AliExpress
• AliPay+
• Atos
• Betano
• Booking.com
• BYD
• Coca-cola
• Engelbert Strauss
• Hisense
• Lidl
• Visit Qatar/Qatar Airways
• Vivo
  
  Local partners
  
• Bitburger
• Deutsche Bahn
• Deutsche Telekom
• Ergo
• Wiesenhof
  
  Other partners
  
• Unilever
• Hublot
• Macron
• Fanatics
• Tokido
• Topps
• Warner Bros. Consumer Products
• EA Sports
• Hy-Pro

Official global sponsors

Adidas (Official partner)

Adidas has been a crucial partner for UEFA since 1984, providing match balls and equipment for staff, referees, officials, and volunteers. Notably, Adidas balls have been a fixture in European Championship matches since 1968. For EURO 2024, Adidas will continue this tradition by supplying the official match ball and outfitting 16,000 tournament volunteers.

At the European Championship in Germany, for the first time in the tournament’s history, the official match ball will feature advanced technology. The Adidas Connected Ball, named Fussballliebe, will deliver real-time data to referees. This innovative integration of player positioning data and artificial intelligence forms the foundation of UEFA’s Semi-Automated Offside Technology (SAOT), significantly enhancing the speed and accuracy of decision-making during games.

SAOT uses a network of cameras installed in the stadium roof to continuously track all 22 players on the field, eliminating the need for VAR officials to manually draw offside lines. The sensor embedded in the center of the Adidas ball captures data 500 times per second, pinpointing the exact moment the ball is kicked. This ensures quicker and more precise offside decisions, accompanied by a 3D visualization of the decision-making process.

Fussballliebe is notable for its technological and environmental advancements. Each layer of the ball incorporates sustainable materials, including corn fibers, sugar cane, wood pulp, and rubber. This makes Fussballliebe the most eco-friendly official match ball ever produced by Adidas, featuring recycled polyester and water-based ink.

In preparation for the tournament, Adidas launched a roadshow across the nine host cities in Germany. Each city received 900 additional balls, which were donated to local schools, football clubs, and community initiatives, spreading the excitement of Fussballliebe and fostering a deeper connection to the event.

Additionally, Adidas unveiled a promotional video titled “Football Anthem Film” for EURO 2024 and Copa America, featuring star brand ambassadors: Jude Bellingham, Pedri, Florian Wirtz, Lionel Messi, Jose Maria Gimenez, Ousmane Dembélé, Gianluigi Donnarumma, Federico Dimarco, Giovanni Reyna, and David Beckham.

AliExpress (e-commerce partner)

In March 2024, UEFA announced that AliExpress, an international online retail marketplace, would be an official partner of UEFA EURO 2024.

As part of this partnership, Alibaba International Digital Commerce Group planned to give away over 1,000 UEFA EURO 2024 match tickets and offer significant discounts during its promotional campaigns around the tournament.

To enhance their marketing campaign, Alibaba signed a global ambassador contract with David Beckham. Beckham became the face of Alibaba’s ‘Score More with AliExpress’ campaign, which featured special deals to celebrate the sporting event.

AliPay+ (Official payment partner)

Alipay, the Chinese mobile payments giant controlled by Alibaba Group Holding, signed an eight-year partnership with the Union of European Football Associations (UEFA) in November 2018, making Alipay a sponsor from 2018 to 2026.

Under this agreement, Alipay became the official digital payment provider for UEFA’s national team competitions, including the Euro 2020 and 2024 tournaments.

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“Alipay is at the forefront of digital payments and, in association with its global partners, has unique connections with over 900 million users. We believe the partnership will further innovate the way UEFA engages with football fans around the world,” said Aleksander Čeferin at the presentation of the new sponsor.

The partnership aimed to offer a better on-site experience to Chinese football fans traveling to Europe and other parts of the world, providing a seamless connection for fans who could use their digital wallet and Alipay app to pay for goods and services at UEFA events.

“Alipay also helps local merchants such as restaurants, hotels, and service providers to reach a wider and potential Chinese customer base. The idea behind this is to use Alipay to provide tourists from China with a payment and lifestyle experience that makes them feel at home,” said director of spots marketing, global branding and marketing at Alipay, Rita Liu.

Additionally, Alipay+ became the sponsor of the Top Scorer trophy unveiled for UEFA EURO 2024. The trophy features a barefooted striker on a base of 24 undulating pieces, each inscribed with the names of the participating countries. The UEFA Top Scorer trophy, presented by Alipay+, will be awarded to the most prolific scorer at UEFA EURO 2024.

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The trophy is sculpted in the shape of the Chinese character “支” (pronounced zhi, meaning ‘payment’ as well as ‘support’). The base of the trophy resembles the ocean, symbolizing the 24 teams braving the waves of the competition and representing how football connects communities across the world, similar to how Alipay+ connects global commerce.

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To further enhance their media presence, Alipay created an online team of well-known bloggers, led by team captain Gareth Bale.

Atos (Official informational technology partner)

Atos is a French multinational information technology service and consulting company with headquarters in Bezons, France, and offices worldwide. The company announced its partnership with UEFA at the end of 2022, committing to be the IT solutions provider for international national tournaments under UEFA’s umbrella until 2030, including EURO 2024.

In addition to developing the official website and tournament app, Atos will manage core IT planning and operations systems for EURO 2024. Their responsibilities include:

Event Management Systems: This covers accreditation, access control, competition solutions, venue parking, transportation, catering, guest management, and cross-venue IT management.
Diffusion Systems: This includes the football service platform, the mobile app, and the website, with embedded gaming functionalities like match predictors and competition quizzes.
Additional Support and Operation Services: This encompasses printing, radio communication, and service desk services.
Through the football service platform, Atos will store and distribute past and current UEFA football data to external stakeholders (broadcasters, media, national associations) and internal stakeholders (website, apps). The data includes fixtures, results, line-ups, live match events, standings, statistics, player statuses, and rankings.

Atos will also provide on-site and remote support from various locations. ICT venue managers, venue application coordinators, and service desk operators will be present in the 10 tournament stadiums to ensure the efficiency and reliability of the systems. Another group will be stationed at the International Broadcast Center in Leipzig, hosting UEFA’s IT Command Center. Technical teams in Nyon (Switzerland), Madrid, Barcelona (Spain), and other locations will provide remote assistance and ensure business continuity for services delivered to UEFA.

Betano (Official sponsor)

Betano, the sports betting brand owned by Kaizen Gaming, is led by Greek and Cypriot operators. Originally established as the Stoiximan brand in Greece in 2012, the company has significantly expanded its reach. In late November 2023, UEFA announced that Betano had become an official global sponsor of UEFA EURO 2024.

Booking.com (Official accommodation partner)

Booking.com became a partner of UEFA in 2017. For EURO 2024, Booking.com’s sponsorship includes a significant digital and on-site presence. Fans can expect tailored and exclusive programs throughout all 51 matches of the tournament. The company also released city guides for all the host cities.

@bookingcom

EURO '24? Let’s go! 📢 Kick-off your EURO adventure, with fan-tastic holiday homes on Booking.com

♬ original sound – Booking.com

Additionally, one of the responsibilities Booking.com takes on as a sponsor is helping UEFA find and manage accommodation for the teams, referees, and officials traveling to the event.

BYD (Official e-mobility partner)

BYD Co Ltd, short for Build Your Dreams, is a Chinese conglomerate that includes BYD Auto, an automobile manufacturer, and BYD Electronic, a producer of batteries and electronics. Headquartered in Shenzhen, China, BYD is one of the world’s largest publicly traded companies and ranked 580th on the Forbes Global 2000 list for 2022. The company, established in 1995, is owned by Chinese billionaire Wang Chuanfu.

According to the agreement signed in January 2024, BYD will facilitate efficient and green transportation solutions during UEFA EURO 2024 in Germany by offering a diverse range of vehicles to provide sustainable mobility for fans and teams across Europe.

Additionally, BYD will showcase its latest new energy vehicle models and cutting-edge technologies at selected EURO 2024 venues, demonstrating the brand’s commitment to greener and more intelligent mobility solutions.

As part of activating the contract, BYD will organize a Trophy Tour across the cities in Germany where the tournament will take place. The cities hosting EURO 2024 are: Berlin, Munich, Frankfurt, Hamburg, Dortmund, Leipzig, Cologne, Stuttgart, Düsseldorf, Gelsenkirchen.

Coca-Cola (Official partner)

The partnership between Coca-Cola and UEFA was first initiated in 1988. The sponsorship of UEFA EURO 2024 will be led by Coca-Cola’s fastest-growing product, Coca-Cola Zero Sugar, aligning with the company’s strategy to prioritize sugar reduction and shift marketing investments to low and no-sugar options.

https://youtu.be/HOwEv1sacnM?feature=shared

Additionally, Powerade, Coca-Cola’s sports drink, will hydrate the players on the field during the tournament.

The partnership includes exclusive pouring rights at all host stadiums, fan villages, and fan zones. It also covers “LED pitch-boarding exposure and digital rights,” ensuring prominent visibility for Coca-Cola throughout the tournament.

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Additionally, as part of the promotional campaign, Coca-Cola launched a special app. Users have the chance to win co-branded tournament merchandise and even match tickets by scanning a QR code on the bottle through the app.

Engelbert Strauss (Official workwear partner)

Engelbert Strauss GmbH Co. KG, based in Biebergemünd, Hesse, Germany, is a renowned German brand and manufacturer specializing in workwear, protective footwear, and personal protective equipment. Established in 1948, the company serves both as a manufacturer and retailer, offering a wide range of high-quality products tailored for various industries and professions.

Engelbert Strauss is the official workwear partner of the men’s UEFA EURO 2024 in Germany. The company has been a partner of the UEFA Europa League and UEFA Europa Conference League since 2021 and also maintains long-standing partnerships with the German Football Association and Germany’s national teams.

Hisense (Official VAR screen provider)

Hisense Group, a Chinese multinational corporation, is a prominent player in the global appliance and electronics industry. Established in 1969 and headquartered in Qingdao, Shandong Province, China, the corporation ranks among the top ten largest electronics companies in China. Hisense specializes in developing and manufacturing high-tech products and owns a chain of hotels. With a presence in over 100 countries, Hisense Group exports its products globally. In 2019, the company reported a revenue of US$18.3 billion, highlighting its significant influence in the global market.

Hisense and UEFA have been collaborating since 2016, marking the first-ever sponsorship deal with a Chinese company in the tournament’s history. In addition to UEFA EURO 2016, Hisense has sponsored other UEFA national team competitions, including the European Qualifiers for the 2018 FIFA World Cup, UEFA Futsal EURO 2016, the 2017 UEFA European Under-21 Championship, UEFA Women’s EURO 2017, EURO 2020 and other national UEFA competitions.

For EURO 2024, Hisense will serve as the Official Screen Provider for Video-Assisted Referee (VAR). The company will supply state-of-the-art screen solutions for the tournament’s central VAR Room in Leipzig, Germany. This is the first time UEFA has granted exclusive rights to one of its sponsors, further solidifying Hisense’s technological expertise and commitment to the European Championship.

Throughout the tournament, video match referees will be based at the International Broadcasting Center in Leipzig, reviewing plays on Hisense screens. Hisense has also secured branding and design rights for all pitch-side referee review screens. During VAR reviews, the Hisense brand will be prominently displayed at the game site and on the stadium’s giant screens.

To enhance brand activations during the tournament, Hisense has signed Manuel Neuer and Iker Casillas as brand ambassadors for its global “Beyond Glory” campaign.

Are you ready to go #BeyondGlory this #EURO2024?​​

We’ve partnered with @ManuelNeuer and @IkerCasillas to bring you the ultimate football experience.​​

Let’s get ready to enjoy all the action together! Stay tuned for exclusive content, a special competition, and front-row seats… pic.twitter.com/0epXMzUiVU

— Hisense Sports (@HisenseSports) May 22, 2024

Also Hisense signed Czech football legend Jan Koller for promotional campaigns in the Czech market.

Lidl (Official fresh food partner)

Lidl is a German international discount retailer chain operating over 12,000 stores in every EU member state, as well as Serbia, Switzerland, the United Kingdom, and the United States. Founded in 1932 and headquartered in Neckarsulm, Baden-Württemberg, Lidl is part of the Schwarz Group, which also includes the hypermarket chain Kaufland. In 2022, Lidl reported a revenue of €114.8 billion.

In March 2023, UEFA announced that Lidl had signed a multi-year agreement to become an official partner of UEFA EURO 2024 and the European Qualifiers for UEFA EURO 2024. As the official fresh food partner, Lidl launched its sponsorship with the new brand platform, “We’re On Your Team.” The supermarket chain aims to highlight the importance of fresh fruits and vegetables and the benefits of sports and exercise for an active, healthy lifestyle.

Lidl Kids Team – full edit from Sid Lee on Vimeo.

As part of the campaign, Lidl introduced the Lidl Kids Team Programme, a pan-European promotion inviting children aged 6 to 10 across Europe to become player escorts at all UEFA EURO 2024 matches. With over 70 player escort spaces available, parents or guardians can enter their children for a chance to win by using the Lidl Plus App and completing the relevant in-app entry forms. Lidl will also cover travel and accommodation expenses for the winners.

To enhance its marketing campaigns, Lidl launched Lidl Fan Zones in the countries where it operates and released an exclusive collection of interlocking brick sets from its own brand Clippys, featuring the stadiums of EURO 2024.

Fans also have the opportunity to purchase tournament merchandise in Lidl stores. In the UK, however, there was a humorous mishap when customers noticed that the EURO 2024 England socks featured an incorrect design with the flag of the United Kingdom, causing some confusion.

Visit Qatar/Qatar Airways (Official tourism partner)

In February 2021, Qatar Airways announced its partnership with UEFA as the Official Airline of UEFA EURO 2020, representing the national carrier of the State of Qatar. Later on, it was disclosed that a Saudi Arabian company would become the Official Tourism Partner of UEFA EURO 2024 & 2028.

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As part of their marketing activation, Visit Qatar introduced the EURO 2024 Fantasy Football game on the UEFA official website. Participants can select from some of Europe’s top footballers to assemble a 15-player squad with a €100m budget and unlimited changes. The game quickly gained popularity in anticipation of the tournament’s kickoff.

Participants in the game have the opportunity to win a tourist trip to Qatar with tickets and accommodation covered.

Vivo (Official smartphone provider)

In October 2020, Vivo, a Chinese smartphone brand owned by BBK Electronics, announced its partnership with UEFA. The company became an official partner for UEFA EURO 2020 and UEFA EURO 2024, also securing the role of the official smartphone provider for both tournaments.

Additionally, Vivo made history by becoming the first presenting partner of the UEFA EURO Opening and Closing ceremonies. This collaboration aimed to create memorable experiences for millions of viewers worldwide who tuned in to watch the tournaments unfold.

As part of this partnership, Vivo will promote its V30 series smartphones, which were launched in February 2024. The brand initiated social media prize giveaways, including a Mbappe-signed jersey, alongside the special hashtag #WeWOWfortheMoments dedicated to EURO 2024.

Official national sponsors

Bitburger (Official beer)

In September 2023, it was announced that Bitburger Brewery (Bitburger Brauerei Th. Simon GmbH), a renowned German brewery founded in 1817 in Bitburg, Rhineland-Palatinate, will be the official beer of UEFA EURO 2024. During the tournament hosted by Germany, Bitburger beer will be available to fans at all stadiums and fan zones.

As part of its activation for the championship, Bitburger has created limited edition minikegs specifically for UEFA EURO 2024.

UEFA has introduced strict rules regarding alcohol consumption during EURO 2024. These rules include a limit of two beer glasses per person and a ban on consuming beer within the stadium bowl. Spectators are not permitted to remain seated while watching football in Germany; they must dispose of their drinks before reaching their seats.

Deutsche Bahn (National partner)

Deutsche Bahn AG is the national railway company of Germany, operated as a state-owned enterprise under the control of the German government.

As a National Partner of UEFA EURO 2024, Deutsche Bahn has collaborated with UEFA to introduce the Interrail Pass EURO 2024 (managed by Eurail), exclusively available to match ticket holders. This pass enables fans to travel by train to and from Germany to support their national teams.

From mid-January onwards, holders of UEFA European Football Championship tickets can book their train journeys to the venues for just EUR 29.90 (second class). On match days, public transport will be the most convenient mode of travel, and all EURO 2024 match ticket holders will receive a 36-hour travel pass for the local public transport network at no extra cost. Furthermore, they can take advantage of discounted Deutsche Bahn train tickets and international rail passes to travel within Germany and between host cities throughout the tournament.

One of UEFA’s пдgoals is to minimize the carbon footprint of the tournaments. Travelling to stadiums by train is a sustainable choice, particularly as Deutsche Bahn’s long-distance trains in Germany operate using 100% renewable power.

Deutsche Telekom (Official partner for telecommunications services)

Deutsche Telekom AG, a global telecommunications giant with a market capitalization of $118.85 billion as of February 2024, is playing a pivotal role as a key partner in UEFA EURO 2024. Here’s how the company is leveraging its expertise across three key areas:

1. Digital Infrastructure:
   – High-Speed Networking: Deutsche Telekom is ensuring high-speed and stable connectivity across ten stadiums, fan zones, team quarters, and training zones. This network will be crucial for broadcasting all tournament games globally from UEFA’s International Broadcast Center (IBC) in Leipzig.
   – IT Networks: Extensive LAN and WLAN networks will be deployed in stadiums to ensure seamless transmission of TV images and effective communication for media representatives.
   – Data Centers: Integration of UEFA EURO 2024 headquarters and data centers into the network infrastructure will provide robust support for tournament operations, ensuring reliability and scalability.
   
2. Sponsorship:
   – Brand Visibility: Telekom’s sponsorship includes prominent exposure, such as presenting UEFA’s flag bearer program at matches and featuring on advertising boards in German TV broadcasts. They also have digital rights on UEFA platforms and use the UEFA EURO 2024 logo for branding.
   – Activation in Fan Zones: Telekom will engage fans in host city fan zones, showcasing matches via MagentaTV at official public viewings in Germany. They will also offer customers exclusive access to tickets through the “Magenta Moments” loyalty program, enhancing fan engagement.
   
3. Media Rights:
   – Exclusive Coverage: MagentaTV, operated by Telekom, holds exclusive rights to broadcast all 51 UEFA EURO 2024 games live. This includes five games exclusively aired in Germany, adding value to the platform for football enthusiasts.
   – Partnership with RTL Deutschland: Telekom and RTL Deutschland will collaborate closely, sharing a TV studio and production infrastructure in Cologne Deutz. RTL will cover all 51 tournament games across platforms, with twelve games broadcast live on free TV immediately after matches.

Ergo (Presenting partner of the volunteer programme)

ERGO Group, a prominent insurance company owned by Munich Re and operating extensively across Europe and Asia, has secured a significant role in UEFA EURO 2024 as the exclusive ‘Presenting Partner’ of the volunteer programme. This marks the first collaboration between UEFA and the ten host cities to organize such a large-scale volunteer initiative for the tournament.

ERGO will support and present the new volunteer programme for UEFA EURO 2024. The programme aims to engage approximately 16,000 volunteers across the ten host cities.

Wiesenhof (National partner)

Wiesenhof, a prominent brand under The PHW Group specializing in poultry meat processing, holds the top position in Germany and ranks as the fourth-largest in Europe within the poultry industry. For UEFA EURO 2024, Wiesenhof has secured a contract to supply its products at all stadiums and fan zones during the tournament.

To bolster its brand presence, Wiesenhof launched a campaign where over 1,000 tickets were distributed to fans through diverse promotional activities. Starting January 1, 2024, packages of fresh poultry, poultry cold cuts, poultry wiener sausages, and all packaging of Green Legend, their vegan product line, included unique codes. Fans could redeem these codes online for a chance to win VIP tickets. Winners received immediate notification upon registration.

Wiesenhof has maintained a longstanding sponsorship of SV Werder Bremen.

Other EURO 2024 partners

Unilever (Official partner)

In December 2023, Unilever and UEFA announced an partnership, naming several prominent brands from Unilever’s Nutrition and Personal Care Business Groups as Official Sponsors of UEFA EURO 2024. Nutrition Brands: From Unilever’s extensive portfolio, the Nutrition brands that will activate throughout UEFA EURO 2024 include: Hellmann’s, Calve, Knorr, Colman’s, Amora, The Vegetarian Butcher.

Additionally, the following Personal Care brands are official sponsors:
Rexona (also known globally as Sure, Shield, and Degree), Dove Men+Care, Axe (Lynx in the UK), Radox, Dusch Das.

A standout element of this sponsorship is Hellmann’s role as the official BBQ partner for UEFA EURO 2024. This partnership aims to bring people together through great food, celebrating the joy of BBQs during the tournament.

To further engage fans, Unilever has unveiled a Europe-wide summer campaign featuring several renowned footballers: Federico Chiesa for Italy, Jack Grealish for England, Joshua Kimmich for Germany, Petr Čech for the Czech Republic, David Villa for Spain.

Leading up to and throughout UEFA EURO 2024, Unilever’s brands will work alongside key retail partners across Europe to create opportunities for fans to win tickets and enjoy special fan experiences. These initiatives will include:

Collaborations with retail partners to offer exclusive promotions and giveaways.
Activations in official fan zones, providing immersive experiences for fans attending the tournament.

Since April 2024, the brand Hellmann’s has actively featured Jack Grealish in promotional campaigns. However, on June 7, it was announced that the Manchester City player did not make the final squad for the tournament.

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Hublot (Official timekeeper)

Hublot, a Swiss luxury watchmaker founded in 1980 by Carlo Crocco, has a long history of involvement in major sports events. The brand became the first luxury watchmaker to invest in sports in 2006. It served as the Official Watch of the UEFA EURO tournament in Switzerland and Austria in 2008 and became the Official Timekeeper for the FIFA World Cup in Brazil in 2014. Continuing this tradition, Hublot is the Official Timekeeper for UEFA EURO 2024.

As part of their role in UEFA EURO 2024, Hublot is promoting their watch model, The Big Bang e Gen 3. This model was first introduced in 2022 during the FIFA World Cup in Qatar. It features advanced technology and a distinctive design, aligning with Hublot’s reputation for innovation in watchmaking.

Hublot has engaged football player Kylian Mbappé, a brand ambassador, in the promotion of The Big Bang e Gen 3. Mbappé has participated in a series of videos and photoshoots for the campaign. His involvement is intended to increase the watch’s visibility during the tournament.

@hublot The new Big Bang e GEN3 UEFA EURO 2024™ introduced by our Hublot Ambassador Kylian Mbappé #Hublot #watches #montres #hublotwatches #fyp #foryoupage ♬ son original – Hublot

Macron (Official partner)

In May 2019, Macron, an Italian sporting apparel company, reached an agreement with UEFA to supply referee uniforms for all UEFA competitions. This partnership ensures that referees are equipped with consistent uniforms across various tournaments, including the upcoming UEFA EURO 2024.

Brighten the game, respect the rules ✨

Ready for the kick-off of #EURO2024! Once again, Macron will light up the fields of Germany 2024 with all the colours of the new @UEFA Match Officials Kits

Read more ➡️ https://t.co/YzQOK8AVmc
#BecomeYourOwnHero pic.twitter.com/JvpAdHwFnF

— Macron (@MacronSports) June 7, 2024

In the lead-up to UEFA EURO 2024, UEFA’s Chief Refereeing Officer Roberto Rosetti announced new guidelines for referees during the tournament in Germany. These guidelines aim to enhance the conduct on the field and ensure a smoother flow of the game.

Referees will adopt a stricter approach towards players who argue or dispute decisions. According to the new recommendations, only the team captain is allowed to communicate with the referee. Any other player who approaches the referee to argue or discuss decisions will be immediately shown a yellow card.

If the team captain is a goalkeeper, they have the option to delegate this communication role to an outfield player. This delegation must be communicated to the match officials in advance.

Fanatics (Official licensee)

Fanatics, Inc., an American manufacturer and online retailer of licensed sportswear, will handle the e-commerce, event retail, and licensing for UEFA National Team competitions starting from UEFA EURO 2024 until EURO 2028. Fanatics, which manages the e-commerce operations for major professional sports leagues and media brands, will extend its services to UEFA’s tournaments.

Fanatics will operate ShopUEFA.com, providing a centralized online platform for officially licensed merchandise related to UEFA EURO 2024. This site will offer a variety of products, allowing fans to purchase official tournament gear and memorabilia.

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Fanatics will also manage the distribution of merchandise featuring the tournament’s official mascot, Albärt. The mascot, a bear named Albärt, was developed by the toy company Toikido in collaboration with UEFA. Fans can expect a range of Albärt-themed products available through Fanatics’ distribution channels.

Tokido (Official licensee)

Toikido has also partnered with UEFA to introduce UEFA Euro 2024 into its Roblox game, “Piñata Smashlings.” As part of this collaboration, the game features the official tournament mascot, Albärt, and includes the Euro 2024 Football Island as a special event running until July 14. Within this virtual environment, players can engage in various football-themed activities, games, and quests to earn rewards and in-game currency.

Albärt’s Football Island is now open in Pinata Smashlings 🐻

Play on Roblox now ⬇️

— UEFA EURO 2024 (@EURO2024) May 16, 2024

The initiative aligns with UEFA’s goal to inspire young audiences to emulate their favorite football stars and adopt an active lifestyle through its “Euro 2024 Make Moves” campaign. This campaign, championed by Albärt and German footballer Jamal Musiala, is being promoted across numerous schools and clubs across Europe.

In “Piñata Smashlings,” players can stay connected to the UEFA Euro 2024 tournament through digital screens displaying live match scores. This integration enhances the virtual experience by providing real-time updates from the tournament, bridging the gap between digital gameplay and the actual event. Moreover, the fan zone within the game serves as a virtual space for players to celebrate their teams and cherish memorable tournament moments.

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By incorporating UEFA EURO 2024 into “Piñata Smashlings,” Toikido and UEFA aim to engage young audiences in both virtual and real-world settings, fostering enthusiasm for football and promoting the tournament’s spirit in an interactive manner.

Topps (Official licensee)

The Topps Company, Inc., an American manufacturer of trading cards and collectibles, was founded in 1938 and acquired by Fanatics in 2022. As the official sticker and trading card partner of the tournament, Topps has replaced Panini, which had been associated with UEFA since 1976.

To promote its new collection, Topps enlisted José Mourinho as an ambassador and created a series of videos featuring him. In these videos, Mourinho, known as “The Special One,” is humorously portrayed as the coach of all teams participating in the EURO 2024 Topps sticker album.

Warner Bros. Consumer Products (Official licensee)

In 2005, Warner Bros. Consumer Products and UEFA entered into a long-term strategic licensing agreement, allowing Warner Bros. to produce limited-edition merchandise featuring characters from its studio.

Looney Tunes 🤝 #EURO2024

Tap below for the limited edition collection 🛍️#NTFstore

— UEFA EURO 2024 (@EURO2024) June 10, 2024

For EURO 2024, exclusive limited-edition merchandise featuring characters from the legendary Looney Tunes franchise is available.

EA Sports (Official licensee)

The cooperation between UEFA and EA Sports began in 2000 when EA Sports acquired the license to develop official video games for UEFA football tournaments.

In November 2023, it was announced that EA Sports had secured the rights to produce the UEFA Euro 2024 video game. The Euro 2024 downloadable update was released for EA Sports FC 24, EA Sports FC Mobile, and EA Sports FC Online in June 2024.

Hy-Pro (Official licensee)

Hy-Pro, a British company specializing in licensed football products, manufactures a wide range of items including footballs, accessories, and collectibles. The company holds licenses to produce merchandise for clubs such as Arsenal, Liverpool, Manchester City, Tottenham, Barcelona, Chelsea, the England national team, and many others.

In April 2023, Hy-Pro announced that it had successfully secured a licensing agreement for UEFA EURO 2024, marking a significant milestone in its ongoing development. This agreement allows Hy-Pro to produce and distribute official merchandise for the prestigious football tournament across Europe.

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Official branded merchandise such as footballs, water bottles, keychains, and other items can be purchased on the tournament’s official website and through authorized distributors.

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