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Brands To Earn €117m If Portugal Succeed At Euro 2016

By Branislav Pekic
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Brands To Earn €117m If Portugal Succeed At Euro 2016

The official sponsors of Portugal’s national football team are set to earn €117 million in event of a triumph in the European Football Championship.

Among those benefitting from the additional exposure are hypermarket chain Continente and beer brand Sagres, according to research by Cision.

The methodology used by Cision quantifies the time and exposure that brands have in the media through their association with the national team. Exposure is evaluated based on the cost of advertising rates, i.e. by comparing what brands would have to pay to have the same exposure through advertising inserts.

During Euro 2012, the media exposure was worth €98.5 million to sponsors, when the national team reached the semi-final.

Another survey, conducted by IPAM, estimates that if Portugal should become European champions, this would have an impact of €609 million on the country’s economy.


However, even if the Portuguese national team does not qualify for the next round, exiting after the group stage, the economic impact for the country would amount to €438 million.

© 2016 European Supermarket Magazine – your source for the latest retail news. Article byBranislav Pekic. To subscribe to ESM: The European Supermarket Magazine, click here.

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