Thursday September 24, 2020

Brands eye the Euro 2016 prize

Colette Sexton looks at who’ll be watching, the ways they’ll be doing it, who’ll be selling and to whom

5th June, 2016
Mobile phone operator Three hopes to capitalise on its association with the Ireland football team Picture: Sportsfile

For most casual observers, Euro 2016 might mean digging an old Ireland jersey out of the wardrobe and having a few pints in the local while arguing with friends over whether that was a penalty.

Some people might not put much thought into it, but rest assured, the brands have. Everything, from the logo on the jerseys to the type of televisions the games are watched on, will have been predetermined by the marketing and advertising...

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