Deutsche Telekom, the German media and telecoms giant, has become an official national partner of the UEFA Euro 2024 international soccer tournament in the same country.
As part of the deal, the German telecoms company will provide digital infrastructure for the 10 host venues, the 24 team base camps and training bases, and official fan zones, as well as broadcasting all 51 matches in Germany, and presenting UEFA’s flag-bearer program.
The broadcasts will be linked to UEFA's International Broadcast Centre in Leipzig, Germany, where the TV images of all matches are broadcast worldwide.
Deutsche Telekom will also officially be a national sponsor and media rights and broadcast partner of the tournament, taking place from June 14 to July 14, 2024.
Additionally, the deal includes presence during all tournament matches on the perimeter boards, digital rights on UEFA's platforms visible in Germany, the use of the UEFA Euro 2024 logo, and activation rights in the fan zones of the host cities, where Telekom will show all matches via Telekom’s dedicated platform, MagentaTV.
Furthermore, four group stage matches and one round of 16 match will be shown in Germany exclusively on the MagentaTV channel.
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Guy-Laurent Epstein, UEFA marketing director, said: “UEFA is thrilled to welcome Deutsche Telekom to the UEFA Euro 2024 commercial partner family.
“The unprecedented three-pillar partnership underlines UEFA’s and Deutsche Telekom’s common objective of connecting fans across Germany in a more comprehensive way during the four-week tournament. We look forward to collaborating with Deutsche Telekom towards a successful UEFA Euro 2024.”
Michael Hagspihl, senior vice president of global strategic projects and marketing partnerships, added: "We are delighted to unveil this special three-pillar partnership agreement with UEFA for what promises to be the most exciting UEFA Euro yet taking place in our home country.
“This partnership embodies our commitment to bridging gaps and creating meaningful connections, whether through our telecommunications services or the power of football. We look forward to working with UEFA and the relevant stakeholders to provide unforgettable fan experiences and showcase the power of connectivity.”
Deutsche Telekom joins the already announced Euro 2024 national sponsors, German railway transportation provider Deutsche Bahn and insurance company Ergo.
Nine global sponsorships have also been secured for the event, six of which have already been announced (adidas, Alipay, Atos, Lidl, Engelbert Strauss, and Vivo), either as part of the full UEFA National Team Football program or specifically for Euro 2024.
The tie-up with Lidl was announced most recently, in March.