UEFA launches bidding process for official UEFA EURO 2020™ ‘Beer Partner’ packages

UEFA is today announcing it is inviting bids from suitable beer brands for national sponsorship rights across the 12 UEFA EURO 2020™ host countries.


UEFA EURO 2020™ is a unique tournament, taking place in 12 host countries to mark the 60th anniversary of the UEFA European Championship, and will bring the UEFA EURO to more people than ever before. For the beer category (including similar drinks such as cider), one ‘National Sponsor’ package is available in each of the 12 host nations.

In addition to mass-market brand exposure and relevant promotional opportunities, each successful bidder will have exclusive pouring rights* for the beer category in the relevant stadium (F&B concessions and Hospitality areas) and fan zone. Interested companies can also submit bids for multiple markets, offering a unique opportunity to create a package that specifically meets the needs and key markets of their relevant brands.

Expressions of interest are required by no later than 12:00CET on 8 April 2019, with offers across all markets to be submitted by no later than 17 May 2019. The tender documentation and/or any information regarding this UEFA EURO 2020™ ‘National Sponsor’ process can be requested at the following email address: sponsorship@caa11.com.

In order to receive the documentation, prospective bidders are requested to include the following initial information in their email:

• Company name
• Brand(s) proposed to be used in the relevant host country(ies)
• Host country(ies) for which the company wishes to bid
• Details of current similar sponsorship contracts held

The UEFA EURO 2020™ host countries are: Azerbaijan, Denmark, England, Germany, Hungary, Ireland, Italy, Romania, Russia, Scotland, Spain and the Netherlands.

The worldwide sales of all UEFA men’s National Team Football competitions during the period 2018–2022 are being carried out exclusively by CAA11 on UEFA’s behalf.

* Subject to applicable laws.