Euro 2020 is coming just like the last thing we want is another night
Online food delivery companies have had such a good pandemic, it’s amazing that there isn’t a conspiracy theory afloat about the whole thing being launched by Big Pepperoni.
Take the Anglo-Dutch Empire Just Eat Takeaway.com, still known to Irish users as Just Eat. He spent much of 2020 investing his way to gain market share, before pocketing the proceeds from a 79% increase in first quarter orders for dessert. Lockdown 3.0 was a festival of grease-stained food cans, and there were apps for it.
But that was then. Today, the new Amsterdam-based group with the orange logo, resulting from a merger between Just Eat and Takeaway.com, are presenting themselves as one of the official sponsors of UEFA Euro 2020, unveiling an advertisement TV show in which a soccer ball turns tantalizingly around a pizza. Eric Cantona co-stars.
We have entered the Euro 2020 hype season, which means that Currys PC World will do more than ever to persuade everyone to buy a TV the size of the old Savoy One and that various bookmakers will take a keen interest in people doing things responsibly. .
Sadly, the backdrop for the event is not what a paid sponsor or ambush marketing chancellor might have expected four years ago – sorry, five years ago. That it isn’t actually 2020 is the least of it.
The continent-wide tournament kicks off in Rome on June 11, with RTÉ’s Darragh Maloney providing live coverage of Turkey vs Italy and, before that, what is bound to be one of the beautifully opening ceremonies. football naff. Our returning sense of normalcy to the world depends on the fact that the opening ceremony is not only terrible, but confusing in its horror.
From the announcement in 2014 until the recent pandemic gods intervention, Dublin was to be one of the host cities, ensuring a local angle that could not be guaranteed by qualifying campaigns in the Republic of Ireland and Ireland. North. It’s all gone now, letting the Irish involvement take musical form.
We Are the People by Dutch DJ Martin Garrix “featuring” Bono and The Edge was released as the official song of pan-European sports music. According to UEFA, it “examines the challenges the world faces, while seeking to find a unified response to those problems”, which is a lot to squeeze in three minutes and 40 seconds.
The theme of Euro 2020 is unity, UEFA adds, which seems a strange feeling for a competition with 24 teams and a single winner. The choice of official lyricist is inspired, to be fair. If anyone can find a unified answer to the challenges the world faces, surely it’s Bono. Let’s just hope that when he does, he doesn’t hide it in a song that everyone ignores.
The hype before the tournament
Lest these softly anthemic fuss fail to put more casual football watchers in the mood for Euro 2020 VAR contingent delights, UEFA has the back-up plan of a digital marketing campaign ahead. the tournament that pleads with social media users to ‘get #EuroHyped’.
The effort is commendable, although the hype for me is less of something you accept to feel and more of something that simply confronts you, like the chorus of a Cypriot entry to Eurovision or the Pringles wall to yours. Nearest Tesco.
It has been a gloomy time for the sponsorship market, with revenues affected last year by the sea of canceled events, shrinking budgets and short-term decision-making by the usual big spenders. The vast sponsorship nets that covered empty seats, occupying unprecedented percentages of our television screens, were not enough to compensate for the climate of recession.
But among the high-level partnerships with UEFA, the money has been handed over, the agencies have been hired and the activation strategies are underway. Joining Just Eat Takeaway.com as official sponsors of Euro 2020 are football mainstays Coca-Cola and Heineken, as well as Qatar Airways, Chinese smartphone maker Vivo and Chinese video app TikTok.
The official sponsors of the UEFA national football team are FedEx, Booking. com, Volkswagen, Chinese mobile payments giant Alipay, Chinese electronics maker Hisense and Gazprom. Indeed, it will be up to everyone’s favorite energy giant to introduce the inevitable non-fungible tokens into the proceedings, with the top goal scorer due to be awarded a digital trophy by Gazprom.
Because what can encourage excellence in front of the goal like the price of unique Russian crypto-art?
Returning to the more familiar, old-school world of TV commercials, Cantona’s low-key Gallic endorsement of the arrival of a 12-inch seems about as fitting for now as it gets. Who now jumps for joy at the sight of another takeaway on the doorstep?
Fun at home
The aforementioned exceptional rates of online food orders throughout this crisis suggest that now is not the time to feel sorry for the take-out giants. Nobody, absolutely nobody, rationed the treats, like Safefood. If it wasn’t banned, then we got it, because we deserve it.
But this extended period of indulgence at home is precisely why the marketing context for Euro 2020 has changed. An international football carnival is usually a glorious occasion to leave the office early, stop at an off-permit on the way home, and settle in for a midweek night of TV entertainment, beer not. capped, food made to order. It’s a brilliant new thing, at least at first, before the heartburn kicks in and everything starts to subside.
If Euro 2020 had taken place last year, it would have broken all audience records. But other sporting events have been welcomed into the schedules for some time. Fifteen+ months after the start of a pandemic, feeling excited about another night with a takeout is almost as difficult as trying to get people excited about another night with a takeout. carry.
The real excitement now lies elsewhere than in our own sofas.