UEFA chooses Warner Bros for Euro 2004

Warner Bros, the owners of Daffy Duck and Bugs Bunny, has been appointed as the exclusive worldwide licensing agent for the UEFA Euro 2004 competition.

As part of the deal, Warner Bros Consumer Products will be charged with creating a tournament mascot, as well as licensed toys, apparel and a premium catalogue. It is likely that Warner Bros will use its Looney Tunes characters to promote the merchandise. The merchandise will be sold in all Warner Bros stores and the company will also be in charge of on-site retail operations at the competition’s venue in Portugal.

Warner Bros Consumer Products is owned by AOL Time Warner and specialises in licensing and retail merchandising. The company replaces UEFA’s now defunct sports marketing company, ISL, which went bankrupt at the beginning of last year.

UEFA chief executive Gerhard Aigner says Warner Bros was appointed because it is able to “look at the development of sports merchandising from the angle of an entertainment company”.

The competition is held every four years and involves 16 of Europe’s top football teams. It is the largest European football event and televised matches for Euro 2000 had a worldwide audience of more than 7 billion.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here