Want more from Front Office Sports
in your search results?
The month-long Euro 2020 championship continues over the next couple of weeks before the final takes place on July 11.
You won’t see anyone in a Chinese jersey on-field, but China is heavily involved.
Chinese businesses are capitalizing on Euro 2020, attracting new customers and gaining exposure in existing markets.
- Alibaba-affiliate Alipay agreed in 2018 to an eight-year partnership with UEFA that’s worth about $238 million.
- By 2025, home appliance company Hisense, another sponsor of this year’s tournament, hopes to generate half its revenue, a projected $23.5 billion, from overseas.
Two billion people watched the last Euro championship in 2016, and the numbers look promising this year, too.
The tournament is averaging 965,000 U.S. viewers per game, a 33% increase from five years ago. Four matches from this year’s competition have already made it to the top 10 in all-time Euro viewership.
Until China produces an international-level soccer team — which it is actively working to accomplish over the next decade — sponsoring events in other countries may be the best bet for the country’s businesses.
Download the FOS App
The business of sports, in your pocket.
Scan the QR code to get the app now.
