Matches with only the one kind of beer?
Tuesday, 13 May 08, 06:12 PM
During Euro 2012 in Poland and Ukraine fans watching matches on urban streets will probably drink a lot of beer. It is going to be, however, only one beer brand - the official sponsor of the championships. Such is the request of UEFA.
- Strict protection of trademarks, industrial designs and slogans will highlight the Polish-Ukrainian championships - ensures mec. Tomasz Zahorski from PL2012 company - preparations coordinator for the event.
Therefore, for example, beer gardens, where matches will be shown on the large telebeams will be managed only by the official sponsor of
championships (we do not know yet, who it will be, EURO 2008 is sponsored by Carlsberg). Yesterday, in Poznan the representatives of Polish cities - host Euro 2012 were listening
to Zahorski's words.
- In terms of protection of trademarks, industrial designs and exclusivity to sponsors and UEFA championships we will be more efficient than the Austrians and Swiss, who are organising the Euro this year - says Zahorski. - And we will not be waiting for UEFA intervention to show that its interests were affected.
This means that no one except for the official sponsors of Euro 2012 will not be able to use the characters championships - for example, logotype or the masscote. Above all, we will not be able to also use their product, which is the matches. This means that without a license from UEFA, no one will be able to show publicly Euro 2012 matches on screens larger than three-meter-diameter.
- And UEFA federation will not give it to anyone who is competing with its official sponsors - says Zahorski.
Matches on telebeams larger than three metres in beer gardens would then be able to show only the brewery, which is the official sponsor of the championships.
- We are surprised by this, but obviously we will show in our beer gardens only those sporting events to which we have the right - says Eliza Panek, spokeswoman for the group Zywiec. - Beer gardens have been, are and will be, because we did not put them only for the Euro. They serve the cause of creating a habit that there you watchsport. Without a concrete indication of the event and discipline.
Does this mean that all the breweries - except the official sponsor of Euro 2012 - will earn less than they might be expecting?
- You can not predict that, because on the one hand, the correlation between broadcasting the match and consumption of beer is obvious, but on the other - a particular viewer of the TV can buy whatever beer they like - says Eliza Panek.
Employees of PL2012 company already say that the European Championships in 2012 are going to get better organized in many ways than this June in Austria and
Switzerland.
- They lacked coordination. Austrians acknowledge that because of its lack of effort they've wasted a lot of effort of different cities. They also got too little in negotiations with UEFA. We will do otherwise - provides Marcin Herra, President of PL2012. - The Euro is going to be in four years from now on, and we know already what we are going to do. For example, we're already planning to extend the subway route for the National Stadium. Austrians did the same in Vienna just before, three weeks before the event. We are at the stage of discussions about details, specific streets.
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