The European Football Championship 2024 is set to be the most connected football tournament ever, with technology and data playing a pivotal role in enhancing the digital experience for fans inside and outside the stadiums. UEFA has partnered with the French company Atos, under an eight-year contract, to manage this technological complexity. The tournament will see an unprecedented amount of data collection, including metrics like successful passes, ball possession percentages, and expected goals based on shot locations.
In addition to the technological advancements, the European Football Championship 2024 is witnessing a significant influx of sponsorship from Chinese companies. Five out of the 13 major sponsors are from China, marking a new high in Chinese involvement. These sponsors include BYD, Hisense, Alipay, AliExpress, and Vivo, each bringing their unique contributions and controversies to the event.
BYD, a Chinese car manufacturer, has replaced Volkswagen as a sponsor despite facing challenges such as additional EU tariffs and a low market share in Europe. The company aims to increase its visibility with its slogan 'Build your dreams' during the tournament.
Vivo, a prominent smartphone manufacturer, continues to expand its presence in Europe. Despite a temporary setback due to a patent dispute with Nokia, Vivo has established itself as the fifth largest cell phone manufacturer worldwide as of early 2024.
AliExpress, backed by the Alibaba Group, is making a concerted effort to penetrate the Western market. The online retailer has enlisted former footballer David Beckham as a prominent advertising face, although it faces scrutiny from the EU for potential violations regarding illegal and pornographic content.
Alipay, another Alibaba subsidiary, is the world's leading payment service provider. While its expansion into Europe is limited by Chinese capital controls, it is making its presence felt at the European Championship by enabling payments at stadiums.
Hisense, known for its electronics and appliances, is leveraging the popularity of German footballer Manuel Neuer to promote its products. The company aims to strengthen its brand both in China and internationally, with its products being used in various capacities during the tournament.
- The use of advanced data analytics in football is not just about enhancing the viewing experience but also about providing teams with critical insights to improve performance. Metrics such as speed and trajectories, and expected goals are becoming essential tools for coaches and analysts.
- Chinese companies are increasingly looking to global events like the European Championship to boost their brand recognition and market share outside of China. This trend is reflective of China's broader strategy to integrate more deeply into the global economy.
- The controversies surrounding some of these Chinese sponsors, such as BYD's EU tariffs and AliExpress's legal challenges, highlight the complex dynamics of international trade and regulation. These issues underscore the challenges that Chinese companies face as they expand globally.
- The presence of Alipay at the European Championship is particularly notable given the app's limited acceptance in Europe. This move could be seen as a strategic effort to familiarize European consumers with Chinese payment systems, potentially paving the way for broader adoption in the future.
- Hisense's strategy of using a well-known Western footballer like Manuel Neuer as a brand ambassador is a clear indication of its intent to appeal to both Chinese and international audiences. This dual-focus approach is likely to become more common as Chinese companies continue to globalize.
