Chinese mobile and electronics maker Vivo has signed off on a 4-year deal to sponsor the UEFA European Championship, according to latest media reports. This news comes to us months after BCCI and Vivo decided to suspend the IPL sponsorship for this season of the mega T20 cricketing league.
Although the financial component of the brokered deal remains unknown for the moment, VIVO will now be officially associated with another grand spectacle with UEFA Euro which is now going to be held in 2021, because of the coronavirus pandemic.
The marketing director of UEFA Guy-Laurent Epstein is quoted as saying, “Vivo is a recent and modern smartphone brand and we sincerely value their commitment to excellence and dedication to giving their customers the best possible experience. With Vivo’s help, we are looking forward to connecting football fans globally over the next four years and beyond.”
From VIVO’s perspective, it looks like they want to further establish their brand presence through key areas in Europe. And what better to market and promote their products and services than through the medium of international football?
VIVO has been an active brand entity as far as sports are concerned, and have been deeply engrossed in marketing plans to make their presence felt. It is possibly why they do hold a decent amount of market share in the Asian smartphones market.
Their campaign planning has successfully worked with cricket and IPL in the past, and so have decided to delve into other sports and get a similar return on investment. They had earlier inked a deal with the BCCI for IPL main sponsorship rights which was worth Rs 2200 crores over a period of 5 years, between 2018-2022.
However now, one closed door opens another elsewhere. And that is exactly with the case with VIVO and UEFA Euro tournament, which could be a beneficial deal for both parties.
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