UEFA warns Euro 2020 teams to leave Coke and Heineken bottles where they are

GENEVA (AP) – In response to a tendency to snatch the European Championship started by Cristiano Ronaldo, players from all 24 teams have been urged to stop removing drinks from strategically placed sponsors from press conference platforms, a UEFA declared Thursday.

Ronaldo, Paul Pogba and Manuel Locatelli all removed the sponsor’s bottles from the sight of cameras when they took their places in the official media sessions this week.

Euro 2020 tournament director Martin Kallen said UEFA had “communicated with the teams about this”.

“This is important because sponsorship income is important for the tournament and for European football,” Kallen said at a briefing.

Pogba, who is a Muslim and does not drink alcohol, objected to the distinctive green bottle of the official Euro 2020 beer sponsor Heineken HINKF,
-1.50%
HEIA,
-0.48%,
although the product itself, Heineken 0.0, is marketed as containing 0.0% alcohol.

Tournament rules demand that UEFA’s promises to sponsors be honored, although players with religious objections “don’t need to have a bottle in there.”


– Martin Kallen, tournament director

Kallen said tournament rules require that UEFA’s promises to sponsors be honored, although players with religious objections “don’t need to have a bottle there.” Media officials at each of Europe’s 11 stadiums are also expected to help remove beer bottles before a Muslim player arrives.

Pogba had to answer questions in the interview room after being named the best player in France’s 1-0 win over Germany on Tuesday. Player rewards are sponsored by the brewer.

Ronaldo started the trend on Monday in a mandatory pre-game press conference by hiding two bottles of Coca-Cola and replacing them with a water bottle, which was also a brand of Coca-Cola. “Água,” he appeared to say to the gathered media. “No Coca-Cola.”

A drop from Coca-Cola KO,
+ 0.59%
the prize was attributed by some to Ronaldo’s apparent snub, with no proof that the two things were related.

Locatelli copied great Portugal on Wednesday after helping Italy beat Switzerland.

This prompted UEFA to remind team officials that players must respect sponsors and the contributions they make to European football.

Although UEFA does not impose fines on individual players, Kallen said it was “still a possibility” that national associations would receive financial penalties for other incidents.

The question is a source of comedy for the other teams.

Scottish midfielder John McGinn joked “No Coke?” because there were no bottles in the maintenance room at the team’s training base, and Belgian coach Roberto Martinez said after a 2-1 victory over Denmark on Thursday that his team loved the drink.

Coca-Cola is an official sponsor of the Belgian football federation.

The 24 teams will receive part of the money donated by Coca-Cola, Heineken and 10 other top sponsors who contribute to UEFA’s total tournament revenue of almost € 2 billion ($ 2.4 billion ).

The values ​​of the individual sponsorship deals are not published, but UEFA secured 483 million euros ($ 576 million) in sponsorship deals from 10 partners at Euro 2016 in France.

Players also indirectly receive money from Euro 2020 commercial income through their national federations and clubs.

The 24 national federations will share 371 million euros ($ 442 million) in UEFA prizes, which usually help pay player bonuses. The champions can get a maximum of 34 million euros ($ 40.6 million) from UEFA by also winning their three group matches.

Hundreds of clubs around the world are also receiving shares of at least € 200million ($ 239million) from UEFA’s Euro 2020 revenue as a reward for releasing their players into squads. European nationals. Of this money, 130 million euros ($ 155 million) are allocated daily to around 630 players participating in the final tournament.

Euro 2020 revenues will also fund 775 million euros ($ 925 million) UEFA has promised its 55 member federations annual grants and development project funds for the period 2020-24.

MarketWatch has contributed to this.

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