UEFA revamps Euro tournament logo

LONDON - UEFA is to unveil a fresh brand positioning for its flagship European Championships international football tournament.

The identity is intended to distinguish the tournament from its premier club competition, the UEFA Champions League, as well as the FIFA World Cup. UEFA briefed brand consultancy Futurebrand to create a positioning based on the concept of 'old rivals' meeting again.

Peter Willems, UEFA's head of marketing activities, said the tournament's sponsors wanted a more defined sponsorship proposition for the event.

Sponsors of Euro 2008, held in Austria and Switzerland, included Coca-Cola, Adidas, MasterCard and McDonald's.

As part of the positioning, each subsequent European Championships logo will feature a fixed design and lettering, with only a single image to denote the tournament hosts.

The visual identity for the Euro 2012 competition, to be jointly hosted by Poland and Ukraine, will be unveiled at a ceremony on 14 December.

Separately, UEFA has rolled out a visual identity for the 2010 final of its UEFA Europa League club competition. The match, set to take place in Hamburg, Germany, on 12 May, has been given its own branding intended to develop a consistent identity and boost ticket sales.

The logo shows two animated footballers, one yellow and the other red, vying for the ball. It carries the line 'Hamburg 2010: The final challenge'.

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