MORE THAN € 1.26 billion will be generated in France thanks to Euro 2016 . The 2.5 million fans filling the 10 stadiums throughout the tournament will spend € 835 million , with another € 352 million of revenue being generated in the fan zones across the country .
EURO 2016
MORE THAN € 1.26 billion will be generated in France thanks to Euro 2016 . The 2.5 million fans filling the 10 stadiums throughout the tournament will spend € 835 million , with another € 352 million of revenue being generated in the fan zones across the country .
For official sponsors such as Coca- Cola , sporting events such as this represent a unique opportunity to reach out to consumers , innovate and test new ideas . The world ’ s most iconic drinks brand is certainly looking to do just this in France , utilising the advantage of being the only UEFA partner present in the 10 host city fan zones .
From tailored match day merchandise and at-seat drinks delivery to real time content creation and build-your-own Panini sticker stands , Coca-Cola fully intends on playing a key part in the festival atmosphere of the tournament .
Manuel Berquet is General Director of UEFA EURO 2016 for Coca- Cola , the man in charge of ensuring maximum consumer impact , who has been working on the project since the final whistle went at the 2014 World Cup final in Brazil .
“ We have a culture of best practice , change and learning from previous experience ,” he says . “ As soon as we finish an event like this we transfer all of the knowledge to the following event . When Brazil finished they came to Paris and spent a week with us talking about everything ; what went well , what didn ’ t , and what we can do differently . I will do exactly the same with the next Fifa World Cup in Russia in 2018 .”
8 July 2016