The Euro 2000 football championship, which has signed sponsors
including Coca-Cola, MasterCard and Carlsberg, has hired HHCL & Partners
to promote the event and the supporting brands.
The agency will produce a pounds 3m TV and poster campaign to coincide
with the finals, which begin next June. HHCL was selected by ISL, the
marketing agent for Euro 2000, whose job is to sign sponsors and
The campaign aims to increase the value of the sponsorship to clients
who are ploughing millions of pounds into major sporting events.
Companies sponsoring Euro 96 paid out pounds 3.5m each and next year’s
sponsors are estimated to be paying in excess of pounds 5m each.
Several Euro 96 sponsors cited cost as one reason behind their decision
not to renew their sponsorship. They include Mars Confectionery, Umbro
Other Euro 2000 sponsors include Fuji, McDonald’s, JVC, Philips, Sony
PlayStation, Pringles and an unnamed car manufacturer, expected to be