As North America gears up for the FIFA World Cup in 2026, clever brands are already on the lookout for ways to capture influence at the event. The 2024 European Championship presents a prime opportunity for brands to hit the ground running. The premier football tournament offers the perfect chance for brands to either establish or elevate their presence in the sporting arena, setting the stage before the FIFA frenzy kicks in.

Here’s everything you need to know ahead of kickoff:

The Euro Cup: Sponsorship Insights

SponsorPulse data reveals a compelling fact: 1 in 3 US consumers engage with the European Championship, illustrating the reality of football’s charm across the pond. Beyond the numbers, the high engagement metrics stateside signify a primed audience, ready and receptive to brand messaging and soccer sponsorships. Going nowhere but up, the data highlights impressive momentum metrics for the tournament, consistently ranking as a top football property with fans who predict an increase in their interest over the course of the year.

Electric Vehicles and the Euro Cup 2024: A Charged Connection

So what brands are on deck to make a splash at this year's tournament? Enter BYD Auto, the official E-Mobility partner of the Euro Cup. BYD manufactures electric cars, filling an important gap in the events partnership roster. Innovative activations are on the horizon, with BYD poised to offer efficient and green transportation solutions throughout the tournament. Furthermore, the brand will showcase its cutting-edge electric vehicles in the stadium, while also transforming their stores into communal hubs for fans to watch the tournament together. This partnership marks a significant step for BYD, offering a platform for the enhancement of their global brand awareness.

From a sponsorship ROI perspective, the partnership is strategically sound. Our platform highlights that 60% of US consumers intending to purchase an electric vehicle within the next 18 months are engaged with Euro 2024, underscoring the event's potential as a powerful marketing channel for the E-Mobility sector.

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Untapped Markets: The Sports Drink Opportunity

Despite a varied lineup of partners at this year's Euro Cup, certain categories remain unexplored. Notably, the tournament currently lacks a sports drink sponsor. This gap presents a lucrative opportunity for brands in this sector to step in and captivate the audience. With 26% and 25% of Powerade and Gatorade brand users engaging with the tournament, respectively, there's ample opportunity for these brands to amplify their presence among football fans.

Creative sponsorship potential brims from untapped opportunities. So let the activation ideas flow! We’ll go first: Imagine a sports drink brand creating an inspirational hydration station, encouraging fans to stay hydrated like their favorite athletes do—with star players having chosen their preferred flavor for fans to sip in the sun. Such innovative activations significantly enhance the fan experience while providing brands with a memorable touchpoint to connect. 

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