McDonald’s was today announced as an official sponsor of the UEFA European Football Championship in Portugal. The announcement was made at the Hotel Dom Pedro in Lisbon, Portugal.
McDonald’s joins Carlsberg as the first sponsors of not only EURO 2004, but also EURO 2008. This is the first time in UEFA’s history that UEFA will work with commercial partners for two consecutive European Championships.
UEFA President Lennart Johansson, said ‘McDonald’s places much emphasis on team spirit and giving back to the community. They demonstrate this through sponsorship and grassroots activities at all levels of the European game and they are therefore the perfect long-term partner for UEFA.’
The partnership with UEFA, announced by João Noronha Lopes, McDonald’s Portugal Managing Director, and John Hawkes, McDonald’s Vice-President Europe, will give McDonald’s perimeter signage, broadcast sponsorship, media and internet rights.
John Hawkes said ‘We are delighted with this agreement for EURO 2004, EURO 2008 and the further strengthening of our partnership in the UEFA Women’s Championship and UEFA Under-21 Championship. This will give McDonalds an even greater opportunity to promote its football initiatives around the world.’
Commenting on the partnership, Lars-Christer Olsson, UEFA’s Director of Professional Football and Marketing, said ‘The official signing of the contract between UEFA and McDonald’s shows that, in today’s sponsorship marketplace, UEFA’s integrated marketing package provides commercial partners with a unique and valuable marketing platform to leverage business opportunities and develop customer relationships.’
McDonald’s has a long tradition of involvement with European football having been sponsor of the UEFA European Football Championship since 1992.
Also present at the announcement was the President of the Portuguese Football Federation Dr Gilberto Parca Madaíl.
Welcoming McDonald’s as the second official sponsor of the European Championship to be hosted by Portugal, he said ‘Over the years, McDonald’s has shown itself to be a true supporter of Portuguese football through its significant sponsorship activities. I am sure that in the run-up to EURO 2004, McDonald’s will help to build the passion and excitement we will all feel at hosting Europe’s premier football tournament.’
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