The struggle between the world's sports giants for the right to provide equipment for the leading UEFA national teams is unfolding serious, especially given the profits of the European Association. So, the European Championship in Portugal in 2004 brought UEFA € 855.2 million, and the revenue from Euro 2012, held in Poland and Ukraine, already amounted to € 1.39 billion. This year, UEFA is counting on no less than € 1.9 billion
The growing number of spectators who came to the stadiums and the expanding television audience are the main consumers of football advertising, which are expected to spend about € 800 million during the championship alone, according to the French Center for Sports Law and Economics (CDES).
The more teams a manufacturer equips, the more often his logo appears on the players' uniforms. The contracts with the national football associations representing the teams are usually signed for a minimum of five years, include a sponsorship package for the annual supply of uniforms for players (an average of about € 1 million) and a cash contribution, the amount of which depends on the rating of the national team on the list UEFA. The contract may provide for an additional bonus in case of success of the national team.
The sports goods manufacturer, in addition to advertising, owns the rights to produce the teams' soccer jersey, sales of which, quite stable throughout the year, can skyrocket dozens of times - depending on the results of the games. The National Football Association deducts a small percentage of every jersey sold. Not the least role here is played by the population of the country, which is represented by this or that team, the number of fans leaving for the championship, and the percentage of sympathizers grabbing the jerseys of the national team on the wave of patriotism.
Впервые в европейском чемпионате по футболу в этом году участвуют 24 команды против 16, как в прошлых, а значит, у главных конкурентов adidas, Nike и Puma появился лишний шанс увеличить свое присутствие на Евро-2016. В этом году adidas, например, рассчитывает продать только всего, что связано с футболом - от одежды до аксессуаров - на €2,5 млрд.
At the European Championship, the German company adidas equipped nine teams (Germany, Northern Ireland, Russia, Wales, Ukraine, Spain, Hungary, Sweden and Belgium), its main competitor American Nike - six (France, England, Poland, Turkey, Portugal, Croatia) and German Puma - five (Switzerland, Czech Republic, Italy, Austria, Slovakia). Four other manufacturers - Joma, Errea, Umbro and Macron - each sponsored one team (Romania, Iceland, Ireland and Albania, respectively).
Until recently, the most expensive were the contracts concluded by Nike with the French national team (€ 320 million over 7.5 years) and with the England national team (€ 280 million over 8 years). They are followed by Germany with adidas (€ 260 million over 10 years). The Spanish national team is currently the most expensive Puma ward (€ 120 million for a six-year contract). The Russian Football Association, whose eight-year contract with adidas ends this year, should receive € 125 million, not including the stipulated bonuses, which, most likely, at the end of Euro 2016, our team will not see as their own ears.
The most modest contracts were the debutant of the current Euro 2016 team of Albania, sponsored by the little-known Italian brand Macron, which signed a six-year contract for € 4 million this year, and the Romanian national team, whose four-year package with the Spanish label Joma assumes annual provision of uniforms in the amount of € 720 thousand and payments of € 480 thousand, as well as a possible bonus of € 600 thousand.
The sports firm, whose benefits from Euro 2016 are no longer in doubt, is the small Italian label Errea, which has sponsored the Icelandic national team since 2002. Although the local football association did not disclose the amount of the sponsorship package, it was hardly much more than that of the Albanian or Romanian teams. After Iceland's sensational victory over England, jersey sales jumped 1,800%. Given the country's population of 331,000, the relatively small volume of T-shirts produced and the continued high demand for them, Errea's two Italian factories work literally around the clock to meet the demand for Icelandic uniforms, which are instantly sold out in stores and on the Internet.
While the sponsorship packages for some of the national teams seem impressive, the amounts are only vaguely close to those on the contracts of the world's largest football clubs. Recently, representatives of adidas announced the extension of the contract with the German national team, the partnership with which began in 1954. The four-year agreement, which comes into force in 2019, provides for annual transfers of € 65-70 million, Reuters reports. This is a record-breaking contract with the national team so far and has left behind the contract between France and Nike that was in force until 2018. By comparison, the most expensive sponsorship package in football today is adidas' 10-year deal.with English club Manchester United for a record £ 750 million ($ 1.3 billion).>