July 28, 2021
Economy

Graphics: How UEFA Euro sponsorship mirrors global economic shifts

A commercial of UEFA Euro in a subway station in Beijing, China, July 3, 2021. /CFP

A commercial of UEFA Euro in a subway station in Beijing, China, July 3, 2021. /CFP

UEFA Euro 2020 is approaching the final, which will take place on Sunday between Italy and England. The tournament this year is a unique one, not only for being the first sporting event held after a one-year delay due to the COVID-19 hit, but also a milestone for Chinese sponsorship in UEFA.

Commercial rights are the second-largest revenue source for the UEFA Euro Championship after broadcast rights, with an increased share of the total revenue this year compared to past championships.

Four Chinese companies – Hisense, Alipay, Vivo, and TikTok – are among the 12 sponsors of Euro 2020, making…

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