Recently, while watching the Euro Cup 2024, many football fans have noticed the overwhelming presence of Chinese advertisements on the pitch-side boards, creating an impression of Chinese brands invading the pitch. This phenomenon is partly due to the regionally customized advertising placements for the TV broadcast of the Euro Cup, and also attributable to the historically largest Chinese companies’ advertising and marketing campaign at the tournament.
Based on official information from UEFA Euro 2024, five of the top 13 official sponsors are Chinese companies. These companies have achieved significant market recognition due to their advanced technological capabilities and are utilizing the Euro Cup to expand their global business reach and enhance their brand influence.
Back in China, viewers of the Euro Cup are seeing more Chinese advertisements，many netizens discussed, "The Euro Cup is almost surrounded by Chinese ads!" For example, the eye-catching red billboards of Taobao clearly catch the attention of Chinese viewers during the matches. As the official partner of the UEFA Euro 2024, Taobao's pitch-side advertising, which reads "Taobao's RMB10 Billion Subsidy Programme, No need to team buying, truly a bargain", is easily recognizable to Chinese fans. The widespread discussion in China has even captured the interest of many Europeans, some of whom have remarked, "China is the real winner of the Euro cup – no matter who wins, Chinese advertisements will be behind them." “You have to admit, Chinese really know how to do business.” They also say, “Chinese never want to give up any opportunity when it comes to doing business.”
It is known that the UEFA has deployed DBR custom broadcasting technology for the event, where advertisements in the TV broadcast are processed to display different content for the live audience and for broadcast signals in various countries and regions. Nevertheless, the advertisements of all the UEFA Euro 2024 sponsors appear both on-site and in broadcast signals of every country and region. This genuinely signifies that Chinese companies are emerging prominently in the new round of global market competition.
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