European Championship 2024: Sponsorships, TV, Prize Money & More
The 2024 European Championship in Germany will be one of the most lucrative international tournaments ever staged by UEFA.
Major sponsors have been falling over themselves to get involved, while broadcasters across the world will provide wall-to-wall coverage this summer.
Read on as we take a closer look at some of the key business elements of Euro 2024, starting with a sector which will see a massive surge in activity.
Euro 2024 set for a betting frenzy
An estimated $8 billion was wagered globally on Euro 2020 and it would be no surprise to see a similar figure bet on Euro 2024 this summer.
The figure generated was equivalent to 1.6 percent of the global betting turnover for the year, highlighting the popularity of international football.
England’s run to the last final undoubtedly boosted the figures, with the country firmly established as one of the top gambling jurisdictions in the world.
Mobile betting accounted for more than half of the wagers placed, while in-play wagering accounted for over 40 percent of all activity.
European punters understandably generated the bulk of the betting turnover on Euro 2020, although the tournament was also popular with bettors in the Middle East and Asia.
Big brands jump on the Euro 2024 bandwagon
UEFA has assembled an impressive array of sponsors for Euro 2024, with the line-up comprising many of the most iconic brands in the world.
They have 13 official global sponsors (April 9, 2024) including adidas, Lidl, Hisense, Coca-Cola Zero, Visit Qatar, Alipay+ and Engelbert Strauss.
Official national sponsors include Deutsche Telekom, Bitburger, Deutsche Bahn and Wiesenhof, further swelling UEFA’s income for the tournament.
Euro 2024 is expected to generate around €2.4bn in commercial revenue – a hugely impressive return for a continental tournament.
However, the figure is dwarfed by the estimated $7.5bn FIFA earned in revenue for the commercial deals tied to the 2022 World Cup in Qatar.
Live streaming will grow again
The way fans watch live football has changed significantly in recent years, and that trend will continue apace during Euro 2024.
It is estimated that around 14 percent more people will stream Euro 2024 than the previous edition, highlighting how viewing habits are changing.
A recent study revealed that almost three-quarters of consumers in the United Kingdom are increasingly comfortable streaming live sports.
More than one third use three or more streaming apps to watch live sports, with many of those taking a multi-screen approach to watching live games.
While television remains the primary platform for most fans, streaming services help to foster a more immersive viewing experience.
Euro 2024 teams in line for a bumper windfall
The 24 national teams participating at the Euro 2024 tournament will pocket a share of a bumper €331 million prize pool. The split is as follows:
- €9.25 for each of the 24 teams.
- €1m for a group stage win and €500,000 for a draw
- €1.5m for each team that reaches the round of 16.
- €2.5m for each team that reaches the quarter-finals.
- €4m for each team that reaches the semi-finals.
- €5m for the runner-up.
- €8m for the Euro 2024 winner.
If a team wins every game during the tournament including the final, they would pocket a cool €28.25m in prize money.
UEFA also pays a further €240m to clubs for releasing their players for international duty. This figure serves as a reward for the club for developing players and compensates them for releasing top talents to play for their national teams.
