T-Mobile to pay £9m for Euro 2004 sponsorship

Mobile phone operator T-Mobile is poised to sign a sponsorship deal for the Euro 2004 football championships in Portugal, in a deal worth up to &£9m.

T-Mobile will become the eighth sponsor of the tournament, joining Coca-Cola, Carlsberg, Canon, McDonald’s, Hyundai, Mastercard and JVC.

The move is sure to unsettle rival Vodafone, which has invested heavily in football through its association with Manchester United and star players such as David Beckham.

In June, T-Mobile made a surprise bid to sponsor the Football League Cup, only to be beaten by Carling. An industry insider says the Euro 2004 deal could be the first move in a wider shift into football sponsorship if the tournament is a success.

He says: “The company is starting with Euro 2004, but is also considering a sponsorship of the 2006 World Cup if it is happy with the results.”

The insider adds that the company could steal a march on Vodafone by going into football at European and world levels. The company already has some football sponsorships, such as a shirt deal with Germany’s Bayern Munich. T-Mobile also sponsored the Rolling Stones’ global tour and the latest Charlie’s Angels film. Sponsorship is handled by head of marketing communications David Grint, who was appointed in May (MW May 29).

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