PARIS: UEFA has asked Euro 2020 teams to stop removing strategically placed sponsor drinks from the news conference platforms after Cristiano Ronaldo began the trend this week.
Ronaldo, Paul Pogba and Manuel Locatelli all removed sponsor bottles away from the view of cameras when taking their seats at news conferences this week. It prompted UEFA to remind officials with the teams that players should respect the sponsors and the contributions they make to European soccer.
Euro 2020 tournament director Martin Kallen said UEFA has communicated with the teams regarding this matter. “It is important because the revenues of the sponsors are important for the tournament and for European football,” Kallen said in a press briefing.
The Euro 2020 director further said tournament rules require compliance with UEFA’s promises to sponsors, though players with religious objections don’t need to have a bottle there.
Paul Pogba, who is Muslim and does not drink alcohol, objected to the distinctive green bottle of official Euro 2020 beer sponsor Heineken. The beer is marketed as zero percent alcohol.
Ronaldo started the trend on Monday at a mandatory pre-game news conference by hiding two Coca-Cola bottles and replacing them with a water bottle, which was also one of the drink maker’s brands.
A drop in Coca-Cola’s share price this week was attributed by some to Ronaldo’s snub. Locatelli copied the Portugal great on Wednesday after helping Italy beat Switzerland.
Coca-Cola and Heineken are among 12 top-tier sponsors for Euro 2020 who contribute to UEFA’s total tournament revenue of almost two billion euros ($2.4bn). The values of individual sponsor deals are not published, but UEFA got 483 million euros ($576m) in sponsor deals from 10 partners at Euro 2016 in France.
The 24 national federations competing at Euro 2020 will share 371m euros ($442m) in UEFA prize money, which typically helps pay player bonuses. The champions can get a maximum of 34m euros ($40.6m) from UEFA by also winning all three of their group games.
Hundreds of clubs worldwide also get shares from at least 200m euros ($239m) allocated by UEFA from Euro 2020 revenue as a reward for releasing their players to European national teams. Of that money, 130m euros ($155m) is allocated on a daily rate for about 630 players taking part in the final tournament.
