ADVERTISING & PROMOTION: The real winners at Euro 96

Southgate may have been berated by his mum for not belting the ball, but no one can accuse marketers of not exploiting Euro ’96.

Southgate may have been berated by his mum for not belting the ball, but

no one can accuse marketers of not exploiting Euro ’96.

For the 11 main sponsors - Canon, Carlsberg, Coca-Cola, Fuji,

Mastercard, JVC, McDonald’s, Philips, Snickers, Vauxhall and Umbro - the

tournament was the focus of this year’s marketing strategy. Each paid

pounds 3.5m for the link and estimates put their related marketing at

another pounds 100m.

As the dust settles at Wembley, the battle for marketing champion is

still being fought. The sponsors may have had their merchandise and

their pitch perimeter ads thrust in front of TV audiences, but other

brands proved effective advertising could link brands to the event at a

much lower cost.

For breakdown service Green Flag, the gamble of backing a flagging

England team with a four-year pounds 4m deal paid off as its logo made

every lead news bulletin and the front page of every national.

Nike’s pounds 500,000 poster campaign through Simons Palmer Clemmow &

Johnson turned out to be far from an own goal, despite griping media

coverage. Its inclusions of teams, players and referees who subsequently

left the picture drew great publicity. The campaign also linked the

brand, traditionally associated with basketball and tennis, to football.

Now the football boots are back in the locker, we asked four groups to

give their opinion on marketing around the event.

The industry body

Roy Mantle, head of PR and sponsorship for Guinness Brewing GB and

chairman of the sponsorship action group at ISBA: ‘There has been an

awful lot of clutter and it is difficult to stampÿ20brand authority on it.

The media encourage guerrilla campaigns because they run anything. They

could maybe help official sponsors by saying they will only promote

recognised sponsors.’

The official sponsors

Spokesman for bookmaker Ladbrokes: ‘The tournament has turned out to be

the biggest betting event in Britain, with total turnover of pounds 80m

across the industry.’

Spokeswoman for official soft drink manufacturer Coca-Cola: ‘We wanted

to act as sponsor, not just slap our name on the event. With sponsorship

we actually give something back to the sport and to the consumer.’

Mara Heffler, senior vice-president global sponsorship, for official

credit card MasterCard: ‘There is no doubt in any of our minds there has

been a significant increase in brand awareness.’

The ambushers

James Kydd, marketing director for Virgin Cola, which ran a pounds

100,000 press campaign: ‘In terms of value for money we did brilliantly.

At least we had a sense of humour about it all.’

The consumer

Paul Simpson, editor, soccer magazine FourFourTwo: ‘I’m not sure how

much notice matchgoers took of the sponsors, although I suspect sponsors

were aiming at a TV audience. I didn’t see people ordering lots of


Victorious Green Flag

Green Flag signed a pounds 4m deal to sponsor the England team’s

training kit at the beginning of last year, to last until after the

World Cup in 1998. Although not an official sponsor, a spokesman for the

company believes its involvement in the tournament, as part of the

ongoing investment, paid off.

‘As we were not an official sponsor we couldn’t be on the boards or use

the logo in advertising. But our logo was more closely associated with

the team. The sponsorship was of the people rather than the event.

‘Every time a player was photographed, our logo was there. We set up

shots but others, such as Terry Venables driving away from Bisham Abbey

for the last time, were just lucky.’


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage