A Guide to Euros 2008 Marketing

With an international fanbase that rivals that of the World Cup, shouldn't marketers take note of the limitless opportunities that lie beyond the stereotypical advertising boards in stadiums?

After much discussion with friends, the suitable choices have been narrowed down based on certain criteria:
- Must be a household name
- Must have marketability
- Must transcend certain values to the product
- Will help develop and add to brand value and equity in the long-run

#1 Carlos Puyol and Clear anti-dandruff commercial
You've seen Rain's commercial. Now imagine Puyol in it.



Everything should remain constant to produce a consistent image for the company.
Just change relevant words to suit Puyol, e.g. I like Black becomes I like Red. Clothes become Jersey. My name is Rain becomes My name is Puyol.

Think about it, with hair like his, what sort of message would you be sending about the effectiveness of your anti-dandruff shampoo?

#2 Lukas Podolski and Miroslav Klose promoting German tourism
We all know that these German footballers were originally from Poland. And they have integrated so successfully into the culture and system of Germany that they represent the very nation itself.

What stronger message could you send regarding the warmth and welcoming arms of ze Germans?

#3 Jan Koller and Czech theatre
Well, I'm not too sure about Czech theatre standards but with Jan Koller's amazing rendition of a guy getting shot (take note Drogba), I'm sure tourists will flock to Czech Republic expecting top displays of Shakespearean plays.

#4 Cesc Fabregas and Subway
The debate still rages on why Cesc had a bit-part role to play, always coming off the bench to influence the game in the later stages as a substitute.

Well, how about you position Cesc as a Super Sub...way. Subway. The American sandwich chain that prides itself on healthy living and Cesc as a professional footballer would no doubt be an excellent role model for Sub...way.

Potential tagline:
"Cesc...he's Fab...the ultimate Sub. Definitely the way to go. Subway."

#5 Luis Aragones and Catholic Church
It's a known fact that Catholic church attendances have been falling rapidly over the past 20 years. Who better than Luis Aragones to stem the tide?

With his witty comments of "If Gattuso is vital, then I am a priest", what more could you want from a man bordering on 70? He looks the part, just give him a robe and he'll definitely threaten to deceive.

And he's racist. So that would definitely provide for some entertaining sermons. Hell, with Aragones at the helm, I'll go back to church!

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So dear people, it's obvious that marketers aren't exploiting the endless openings that such global events truly provide. I sincerely hope someone reads this and spreads the word, and pray that somehow I'll get my commission in one form or another.