The countdown for the UEFA European Championship 2024 has begun. On June 14, national teams from 24 countries will gather in Germany to compete in this prestigious tournament. Over one month, these teams will compete against each other to be crowned Champions and take their place among the nations that have emerged victorious before them.
Over the years, football’s popularity has increased with a combined total of 5.23 billion live match audiences tuning in to watch the entire tournament and 328 million tuning in to watch the 2020 finals alone. While the football fans tuned in to watch the match or checked their social media platforms for live updates, marketers saw this as a golden opportunity to put their brands in front of a global audience glued to their screens.
For marketers looking to make a big splash, the UEFA European Championship poses an opportunity to change the game with an omnichannel marketing strategy that can capitalise on the football craze as it sweeps nations around Europe.
But why is this tournament—also referred to as UEFA Euro or simply Euro—gaining so much popularity among marketers?
Let’s kick things off with a brief history of the Euro
For fans or marketers (or those who identify as both), the Euro has existed since 1960 (even though the idea originated as early as the late 1920s) and shouldn’t be confused with the European Cup. Its popularity is only second to the FIFA World Cup and is considered to be one of the most prestigious competitions for national football teams.
The first edition saw the participation of 4 countries (namely, France, Soviet Union, Yugoslavia, and Czechoslovakia) but just 20 years later in 1980, it expanded to 8 teams. Since then it has grown with Germany and Spain being the two most successful countries in tournament history.
How does that translate into marketing numbers?
Along with the growing number of participating countries, TV audiences have also tuned in in droves. For example, in 2016, the total live audience throughout the 51-match tournament exceeded 2 billion—an increase of 100 million viewers from 2012.
For many brands that sat on the benches, these figures meant that they were leaving a large chunk of money on the table because they simply didn’t have a proper omnichannel marketing strategy to capture these audiences. These figures act as a stark reminder of why brands cannot afford to be left out of the fray to reach a global audience—whether they’re sitting in stadiums or their living rooms.
Here’s a closer look at the ‘Why’
It seems that just about every month there’s a new sporting event popping up around the world. From football and basketball to tennis and cricket, sporting fans are constantly glued to their screens waiting for kick-off.
A time for engagement and passion
For many fans, football represents more than just a sport. It’s about passion, excitement, emotion, and dedication. In fact, a Sky Football survey revealed that football environments increase audience engagement by 30% and brand sympathy by 50% (there’s a reason why sporting events like the Super Bowl bring in staggering amounts of money for ads).
With so much evidence showing that sporting fans are paying attention, marketers have ample opportunities to make a lasting impression on viewers during the Euros.
Jumping on unprecedented reach
The Euro 2020 captured the attention of 80% of total TV viewers. The most memorable moment? A round 16 clash between two leading football nations: Germany and England. The match drew 28 million fans. As anticipation for the 2024 tournament grows, marketers have a greater opportunity to secure engagement and visibility for their brands.
The ability to take your brand to a broader landscape is more diverse and inclusive as there’s widespread coverage across different platforms. Whether it’s through TV advertising or social media advertising where many fans are sure to be following the match updates, marketers have many channels that they can use to feature their brands.
Tapping into new markets
With every sporting event, a new market pops up and opens the door to a whole new marketing strategy. The Euro, for instance, is expected to have 80% of French people tune in to the matches. It’s a huge opportunity if you’re looking to expand into new markets.
With previous editions of the tournament being seen by 50 million French viewers (for each match!), brands have a golden opportunity to increase their reach and influence to a massive audience.
This doesn’t mean that you have to rely on a marketing strategy that requires you to spend millions on TV ads. Many free-to-air channels increase advertising potential while getting extensive reach into new markets or audiences.
Want to run your own campaign? Here’s how.
Everyone runs campaigns during football season. This is why your marketing strategy needs to be omnichannel—it’s a surefire way to get people talking. Sticking to just one channel is not only limiting, but it can be risky because you’re essentially putting all your eggs in one basket.
Prediction polls
When it comes to sports, fans want to share their predictions and opinions about their teams. Use this as a starting point to increase your user engagement. Take advantage of the buzz around the Euro by using your website (or even an app if you have one) to create a temporary section where fans can predict scores, individual goals, and more.
You can use this as a way to create a sense of community and even some friendly rivalry among users in real-time engagements. You can even add leaderboards to make it more engaging.
Loyalty rewards
Loyalty rewards are a great way to get people involved. Introduce an interactive mini-game or get people to guess the first player to score a goal. Whichever way you decide to go it’s a great option you can use to improve user experience and ongoing participation instead of a one-shot wonder.
Providing incentives to users makes sure that they stay committed and before you know it, that new customer who visited your website for the first time is now a regular buyer.
Quizzes
Quizzes are massively popular. So why not use it to get more information about your audience and their preferences? You can use it to divide your audience into different fan personas. You can use this information to increase user engagement by giving them targeted results and promoting social sharing.
By simplifying the user experience you can reduce the friction and increase the engagement of your audience similar to a dating app with the swipe function.
Hit the back of the net with an omnichannel marketing strategy
One thing’s for sure: fans go crazy for football! Just tune in for a few minutes and you’ll see the passion that takes them over, whether they’re in the stadium, watching at home, tuning in from a pub, or just checking the updates on their mobile devices.
Many marketers don’t pay attention to the different avenues that are opening up to them at a fraction of the cost. A few decades ago marketers had limited mediums available—primarily TV ads—but today the entire landscape has changed.
Brands can leverage the popularity of sports events like the Euro and gain more engagement and brand visibility by using an omnichannel marketing strategy that can take their brand to new heights.
With all these tools available, marketers have but one question to ask themselves: Are you ready to seize your moment?
FAQ
How does holistic digital marketing differ from traditional marketing approaches?
Holistic digital marketing differs from traditional marketing in several key ways.
First, it leverages digital channels and tools that allow for more targeted and personalised communication with the audience. Unlike traditional methods that often have a one-size-fits-all approach, holistic digital marketing tailors messages and content based on data and customer behaviour. Additionally, it emphasises ongoing engagement and relationships with customers, rather than just one-time transactions, fostering loyalty and advocacy.
How does holistic digital marketing impact customer experience?
Holistic digital marketing significantly impacts customer experience by providing a seamless and personalised journey across various touchpoints. By integrating different channels and strategies, businesses can deliver consistent messaging, relevant content, and tailored experiences that resonate with customers. This enhances engagement, fosters trust, and ultimately leads to higher customer satisfaction and loyalty. Moreover, holistic digital marketing allows for real-time interactions and feedback, enabling businesses to address customer needs promptly and adapt their strategies accordingly.
What role does content marketing play in a holistic digital marketing strategy?
Content marketing plays a crucial role in a holistic digital marketing strategy as it serves as the foundation for engaging and educating customers. High-quality and relevant content not only attracts and retains the audience but also drives conversions and brand advocacy.
Within a holistic approach, content marketing is integrated with other tactics such as SEO, social media, and email marketing to deliver consistent messaging and reinforce brand values. By creating valuable content that addresses customer pain points and interests, businesses can build stronger connections and drive meaningful interactions throughout the customer journey.