With EURO2024 now concluded, the tournament’s mix of familiar global brands and surprising new sponsors has left football fans talking. While well-known names like Coca-Cola, Adidas, and LIDL were front and center, the tournament also had several lesser-known sponsors, many of which hail from outside Europe. To understand better where and why they’ve come from, we will highlight five such sponsors, analysing their backgrounds, global reach, and why they remain relatively unknown in Western markets.
Before diving into the details, let’s get a better understanding of the standout case of VBR—a technology that turned heads with its novel advertising approach during the tournament.
A Glimpse into the Future of Targeted Advertising
Vision Broadcast Reality (VBR) made a splash during EURO2024 by pioneering hyper-localized digital advertising, using artificial intelligence and real-time data analysis to tailor ads to specific regions. It’s not entirely new tech, but it finally penetrated deeper into mainstream conversations among your average Joe.
For instance, due to VBR, Chinese audiences saw ads customised for their locales—Beijing viewers were treated to content featuring local celebrities, while those in Shanghai saw ads with region-specific nuances. Beyond personalisation, this strategy was a calculated move to resonate deeply with diverse cultural preferences across China. The rationale behind VBR’s strategy was straightforward: with Chinese companies among the key sponsors of EURO2024, maximising engagement in one of the world’s most lucrative markets was vital.
The approach paid off handsomely, as many posts on Chinese social media sites like Weibo saw many posts like “欧洲杯中文广告牌为何霸屏 (Why Chinese Billboards Dominate the Screen at the UEFA)”. This one, in particular, got a staggering 1.7 million views.
Now we can turn our attention to some of the lesser-known sponsors that made their mark on EURO2024.
These are the Five (to Europeans) Lesser-Known Sponsors of EURO2024
- Hisense: The Home Appliance Giant Scaling Global Heights
This Chinese multinational, specialising in consumer electronics, has quietly become a global powerhouse since its founding in 1969. Headquartered in Qingdao, China, Hisense now operates in 160 countries, with strong market penetration in Australia, Asia, the U.S., and South Africa.
As a state-owned enterprise, Hisense has periodically acquired assets to fuel its growth. A notable example is the 2015 purchase of Sharp’s TV manufacturing rights in the Americas. Such moves, combined with sponsorships of major sports events like the UEFA European Championship in 2016 and the FIFA World Cup in 2018, have significantly bolstered Hisense’s international brand presence.
Hisense’s sponsorship of EURO2024 continued this global strategy, aiming to boost brand awareness across Europe.
- Ant Group: Fintech Titan Expanding Global Influence
Initially an affiliate of Alibaba—this fintech giant best known for its mobile payment platform, Alipay. Since its inception in 2004, Ant Group has become a major player in global fintech, expanding its services to include wealth management, insurance, and blockchain technology. While Ant Group’s influence is substantial in Asia, it remains relatively under the radar in Europe.
Sponsoring EURO2024 was a calculated move by Ant Group to enhance its visibility in Europe, a region where it’s less recognised compared to traditional financial institutions. Although Alipay is accepted by tens of thousands of European merchants (13 in Germany), regulatory challenges and geopolitical scrutiny have slowed its broader adoption. The company’s halted IPO in 2020—once set to be the largest in history—marked a significant turning point, leading to increased government oversight and a reshaped corporate strategy.
Today, Ant Group continues to push for greater influence in European markets, with EURO2024 sponsorship serving as a key step in that direction.
- Kaizen Gaming: Greece’s Most Promising Entertainment Provider
Although a Europe-based company, Kaizen Gaming is not a household name that would be recognised by your average EU citizen if put on the spot, but locals in Greece would know that they are a prominent company specialising in online gaming and sports betting.
Founded back in 2012, the company operates under a couple of different brands, one of which was heavily pushed during the EURO2024 (Betano). They’re packed with a standard range of sports betting, live casino games, slots and another offering that goes in hand with a modern online iGaming platform, while they have been expanding rapidly beyond their operations in their home ground, establishing a significant presence in several countries across Europe and Latin America. They’re still not present in every corner of the globe, “down under” in particular, where some Australian online gaming platforms are, but it’s probably a matter of time before they enter their sports sponsorship realm.
- BYD: A New Powerhouse in Global Transportation
One of the more unexpected names on the EURO2024 sponsor list was BYD, especially considering the tournament took place in Germany—a market dominated by automotive giants like Volkswagen and BMW.
BYD (Build Your Dreams) has become a global leader in electric vehicles (EVs) and renewable energy since its founding in 1995. Originally a Chinese battery manufacturer, BYD entered the automotive industry in 2003, rapidly rising to become one of the largest producers of electric vehicles and buses worldwide.
Strategic investments, including a 10% stake from Warren Buffett’s Berkshire Hathaway in 2008, have further fuelled their growth in the past decade. BYD is actively expanding its manufacturing capabilities and EV product lineup across Europe, utilising its in-house battery production and vertical integration strategy to maintain competitive pricing and rapid innovation in the EV sector.
However, BYD faces significant hurdles in Europe, including fierce competition from established automakers like Volkswagen and BMW. Recent geopolitical tensions and European Union investigations into Chinese EV subsidies add another layer of complexity to BYD’s expansion plans, which they seemingly plan to counter with sports partnerships.
- Qatar Airways: Leveraging Sports for Global Dominance
Qatar Airways has long used sports sponsorships to enhance its global brand visibility. Founded in 1993 and headquartered in Doha, Qatar, the airline operates over 200 aircraft serving 160 destinations worldwide. As a state-owned enterprise, Qatar Airways has benefited from substantial government support, enabling its rapid expansion on the global stage.
Sponsoring EURO2024 fits seamlessly into Qatar Airways’ broader strategy of associating with high-profile sports events to boost global recognition. The airline’s long-term partnerships with FIFA and top football clubs like FC Barcelona and Paris Saint-Germain have solidified its status as a leading global airline, so they’re not that unfamiliar to your average European football fan.
Why Haven’t You Heard About These Sponsors?
Despite their significant roles in EURO2024, brands like Hisense, Ant Group, BYD, and Qatar Airways remain relatively unknown in Western markets. This can largely be attributed to their focus on emerging economies, where they face less competition and can secure greater market share.
Market Focus and Strategy
These companies have prioritised regions where Western brands are less entrenched. Hisense and BYD, for instance, have targeted Southeast Asia and Africa—markets with high growth potential but lower brand saturation. Ant Group, meanwhile, has concentrated on areas with underdeveloped banking infrastructures, such as Asia, where its fintech solutions meet critical needs.
Coverage and Public Perception
Western media often focuses on local and familiar brands, unless there’s a controversy such as the poor labour conditions highlighted in the case of Qatar Airways. In addition, cultural perceptions and geopolitical tensions also sometimes influence the visibility of these brands in Western markets.
Will These Not-So-European Brands Break Through in the West?
The sponsor’s lineup of EURO2024 highlighted the global ambitions of several under-the-radar giants. As these companies continue to innovate—whether through Hisense’s push in smart home technology, BYD’s advances in electric vehicles, or Ant Group’s potential fintech collaborations in Europe—they could become as familiar in Europe as they are in their home markets. However, their ability to adapt to Western consumer preferences will actually determine whether they can truly break through their respective industries in Europe.
