Euro 2012 Sponsors are “bolstering their Euro 2012 sponsorship activity with a flurry of tactical advertising campaigns in a bid to tap into the growing excitement around the tournament" according to Sports Business but the events at the Holland training session have put them on damage limitation on their brands with reported cases of racism in the Ukraine during the tournament.
One sponsorship expert said Euro 2012 sponsors such as Carlsberg, adidas, Coca-Cola and McDonald's would want to be a "million miles" from any instances of racism during the tournament, which began last night.
The watered down response from the Governing bodies that they will do something about it next time will not have gone down well in the multimillion sponsorship market as the affect on sponsors brand and subsequent return on investments clear.
Nigel Currie, director of sports marketing agency brandRapport, explained:
"This is obviously a concern for brands. It goes without saying they don't want any sort of controversy or nastiness, or anything that detracts from the game."
At this stage sponsors are not reducing marketing activity but are watching events closely.