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Jun 13, 2024
(Updated on
Jun 13, 2024

Impact of Euro Cup and Copa America on Host Cities: A Closer Look

Step into the world of soccer excitement with a comprehensive look at two major tournaments: the UEFA 2024 European Championship hosted in Germany and the Copa América, set to captivate audiences in the United States. Delve into the evolution of the UEFA event, exploring its venues, sponsorship agreements, and economic forecasts. Meanwhile, discover the significance of Copa América within CONMEBOL, its allure to fans, and the promising marketing prospects it offers, particularly in the U.S. This blog also addresses ticket sales dynamics and logistical hurdles faced by both tournaments, providing a holistic view of these thrilling sporting spectacles.

Photo by Vikram TKV on Unsplash 

UEFA 2024 European Championship Overview

Germany and Scotland will initiate a month-long soccer extravaganza this Friday in Munich, marking the kickoff of the UEFA 2024 European Championship, which Germany secured hosting rights for in 2018. This tournament, which significantly evolved from its 1988 edition, now features 24 teams in 51 matches across 10 cities, culminating in Berlin's Olympiastadion, seating 74,000, and hosting the final on July 14th.

Photo by UEFA 

Venue Selection and Infrastructure

Among the renowned venues reused from the 2006 World Cup are Berlin's Olympiastadion, Dortmund's Signal Iduna Park, Munich's Allianz Arena, and Gelsenkirchen's Veltins Arena, selected by the German Football Association. Returning to a single-host model after Euro 2020's multi-country setup challenges, UEFA finds solace in Germany's established infrastructure, despite potential issues like railway strikes and unspecified security concerns voiced by President Aleksander Ceferin.

Economic Projections and Ticket Sales

Though Germany's investment in the event remains undisclosed, UEFA estimates Euro 2024's costs at €645.5 million, approximately 26.8% of the projected revenue. With 2.7 million tickets available and an influx of international fans expected, Germany anticipates economic benefits from increased tourism, including hotel stays, dining, and beverage consumption throughout the tournament.

Photo by Viva Zhang on Unsplash 

Commercial Partnerships and Sponsorship

The Euro 2024 expansion offers UEFA and its sales agency, CAA Eleven, an increased inventory to present to brands. With 13 global partners and five national sponsors, Euro 2024 is set to generate a substantial €568 million in commercial rights revenue for UEFA.

Among the returning sponsors from the previous edition are Adidas, Alipay, Booking.com, Hisense, and Vivo. Notably, German brands like Lidl and Engelbert Strauss have joined as top-tier partners for this event. Additionally, BYD, a Chinese new energy vehicle (NEV) manufacturer, replaces Volkswagen in the mobility category, and Betano, a Kaizen Gaming company, becomes the first-ever betting partner for the Euros to increase its global presence.

Sponsors such as Atos and Deutsche Telekom are pivotal in providing the technological infrastructure for the tournament. Meanwhile, the German Football Association (DFB) recently announced a shift from Adidas to Nike for kit sponsorship starting in 2026, with Nike supplying the most kits, including for prominent teams like France and England, at Euro 2024.

Copa América Overview 

This year, the spotlight shines bright on Copa América as it takes center stage across the U.S. from June 20th onwards. For passionate soccer enthusiasts, the Copa América represents the pinnacle of competition within CONMEBOL, the South American Football Confederation. With renowned teams like Brazil and current World Cup champions Argentina, the tournament has always been a thrilling spectacle. Now, as soccer fever grips the northern hemisphere and the U.S. hosts the event in 2024, Copa América is poised to become a defining moment for soccer in the Western Hemisphere, offering unparalleled opportunities for participating brands.

Photo by Copa América

Marketing Potential and Audience Engagement

The tournament's allure, drawing fans of top-ranked teams and players worldwide, solidifies soccer's status as a premier marketing platform. According to a recent Ad Age-Harris Poll, Copa América ranks third in brand equity growth among Gen Zers, surpassing household names like Coca-Cola and Toyota.

The convergence of Copa América and the upcoming World Cup in the U.S. within a span of two years presents a unique scenario, fostering an intensely engaged audience and tailor-made prospects for brand marketers. Since Copa América's last U.S. edition in 2016 and the 1994 World Cup, brand sponsorships have undergone significant evolution, offering fresh avenues for brands to capitalize on the sport's escalating popularity.


Jose Luis Los Arcos, senior VP of sports partnerships at TelevisaUnivision, remarks on the unprecedented momentum soccer is experiencing in the U.S. TelevisaUnivision, known as the go-to destination for premier soccer events, anticipates Copa América as a monumental milestone on the road to the 2026 World Cup. As they gear up to provide fans with the ultimate experience, they also welcome brands to authentically engage with this cultural moment and seize the opportunities it presents.

Challenges and Growth Opportunities

The Copa América will serve as a benchmark for determining how far American soccer fans can get into the game, from casual to passionate. Even though it is the perfect audience for a competition like Copa, it is been difficult to reach in the United States. However, if it is a success, Copa can spur the growth of soccer over the next two years as it sets the stage for a string of significant international soccer competitions in the United States leading up to the 2026 World Cup.

Photo by Nico Smit on Unsplash 

Ticket Sales and Organizational Complexity

Copa América tickets went on sale in late February, but they were already available on secondary markets. Demand for certain matches is higher than for others, but problems from previous competitions cast doubt on how this summer's event will proceed and whether or not spectators will be willing to pay to fill the stadiums.

The upcoming Copa América is poised to be a monumental event, despite the formidable task of coordinating matches across 14 cities. With ambitious expectations, organizers anticipate it to be one of the most successful tournaments ever held. While specific ticket sales figures have not been disclosed by CONMEBOL, early indicators suggest promising numbers. Particularly, matches featuring Argentina and star player Lionel Messi are in high demand. Notably, this tournament's ticketing scheme is not like the conventional methods used for other big events like the World Cup. Unlike a centralized ticketing system, each Copa América venue has its own ticket partners, leading to a diverse array of third-party vendors involved in ticket sales. This unique setup adds complexity to the ticket purchasing process, potentially directing fans to platforms such as Ticketmaster or SeatGeek when buying tickets through the official tournament website.

In conclusion, our exploration of the UEFA 2024 European Championship in Germany and the Copa América in the United States reveals the dynamic landscape of international soccer tournaments. As these events unfold, they promise not only thrilling matches but also significant economic and marketing opportunities. From the evolution of UEFA's championship to the allure of Copa América, each tournament presents unique challenges and growth prospects. Whether it's navigating ticket sales dynamics or capitalizing on brand sponsorships, these tournaments offer a holistic view of the global passion for soccer. 

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