As Euro 2024 draws to a close, the summer of sports and entertainment is truly underway with brands big and small, sponsors and non-sponsors already capitalising on the power of these events in capturing the world\u2019s attention.<\/p>\n
As marketers, such powerful cultural moments provide rich territory for those looking to boost brand love and affinity amongst their audiences. Yet, whilst summer events may be short-lived, the opportunity for brands to create lasting memories with consumers, and in turn drive a longer-term commercial impact as a result, shouldn\u2019t be underestimated. And we know that campaigns that connect emotionally<\/a> reap the most rewards when it comes to driving action.<\/p>\n This is particularly true for consumer brands targeting younger generations, who are not only more impressionable but also a lot more likely to spend more when watching and attending events. In fact, figures from the British Retail Consortium last week showed that almost one in four (24%) 18 to 24-year-olds intend to spend more on groceries during Euro 2024, compared to less than one in twenty (4%) over 55s.<\/p>\n Taking a trip down memory lane, here are a few of the most iconic brand sponsorship campaigns over recent years and what we can all learn from them.<\/p>\nHeineken House \u2013 Barcelona Olympics, 1992<\/strong><\/a><\/h5>\n