Swan Global Direct Investigates how brands can Capitalise on Euro 2016 Marketing Opportunity


Swan Global Direct have investigated how brands can capitalise on the valuable marketing opportunity the event brings with millions of fans worldwide tuning in.

Swan Global Direct trust that the Euro 2016 tournament will be the biggest platform for brands to make their mark in 2016 in the UK. The popularity of the sport will provide businesses with a unique opportunity to put their products in front of millions of consumers. The UK has a huge love of sport, with football ranking a clear first with both genders, 67% male and 33% female. Marketers must consider the female consumers during their campaigns to not alienate a third of their audience.

With many factors to consider, of the 1,000 consumers sampled in the UK, the largest proportion (48%) of those interested in football are aged 35-54, while 32% are 18-34 and 20% are aged over 55. This should impact the promotions that occur onsite at events, as it is reported 52% engagement will come from attendees of the live games. 93% will be engaging through television sources and for those with a sizeable advertising budget will need to create a captivating campaign to encourage social media engagement and benefit from 43% of consumers who will be able to connect with a brand through a simple hashtag.