UEFA has postponed Euro 2020 until the summer of 2021. This decision was taken to give the European leagues more time to complete their seasons, amid the COVID-19 coronavirus pandemic. The championship will be played between June 11 and July 11, 2021.
The decision was made after UEFA held talks with 55 member associations, the association council of European clubs and the council of European leagues.
There will be important implications for the media. For example, the ITV commercial broadcaster in the UK has said that the direct impact will be to reduce spending by 2020, even if it will have to buy other replacement programs.
According to GlobalData’s Sportcal Intelligence Center data and analysis, there are already $ 148 million in sponsorships for Euro 2020, including Heineken and Coca-Cola, which spent $ 45 million and $ 35 million respectively. UEFA is likely to simply postpone these arrangements for next summer when the tournament is likely to be played.
“However, for broadcasters, the impact is probably much higher. Given that the BBC and ITV have paid over $ 200 million for broadcast rights in the UK, and ZDF and ARD over $ 160 million in Germany, the situation is unique. Many broadcasters will have the funds blocked in sports rights and the production of programs about Euro 2020, so the impact of this decision will be deeply felt. Commercial televisions that use major international sporting events as a means of generating advertising revenue will hope that the respective advertising budgets will simply be carried forward to next year. But various companies want to recover their marketing expenses, especially as some brands face an uncertain future in the next 12 months due to the wider economic impact of COVID-19. It remains to be seen whether those planned advertising costs will create a severe economic impact for many broadcasters, ”suggests Conrad Wiacek, head of analysis and consulting at Sportcal.