Euro sponsors eyed further afield than UK

The reports relating to the Euro 2004 sponsors (MW July 1) were written as if the UK was the only market of interest to sponsors. There was no mention that matches were shown in more than 130 countries worldwide.

Sponsorship packages for events like Euro 2004 require major investments and are aimed at multinational companies that need to target a global market – not just the UK.

Companies, such as JVC and Canon, are also not just involved in the event for the awareness it delivers. They both have well over 25 years’ experience as sponsors of major sporting events and certainly know how to leverage every possible benefit from such an association.

Nigel Currie

Chairman

European Sponsorship Association

Guildford, Surrey

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