All the brands present at EURO 2020

In exactly two weeks Italy and Turkey will inaugurate the sixteenth edition of the European championships at the Stadio Olimpico in Rome. It will be a particular version, in every sense: the public that will gradually return to the stadiums, will be a traveling version with eleven host cities, but above all it will be one of the most balanced and uncertain tournaments ever. On the one hand there is France which, with the addition of Karim Benzema, raises the bar even more, but on the other hand there are fierce young teams ready to annoy the world champions. The Johan Cruijff Arena in Amsterdam, the Olympic Stadium in Baku, the Arena Nationala in Bucharest, the Puskas Arena in Budapest, the Parken Stadium in Copenhagen, the Hampden Park in Glasgow, the Allianz Arena in Munich, the Saint Petersburg Stadium in Saint Petersburg, Stadio de la Cartuja in Seville, the Olimpico and Wembley will be the stages chosen by UEFA to showcase the best players in Europe.

Continental competitions are the best opportunities to understand part of the strategies of sports brands. The EURO 2020 sponsor atlas has six brands, but almost 90% of the teams focus on the big 3: Nike, adidas and PUMA. There are 9 national teams that will take the field with the Swoosh on their shirts: Holland, England, Turkey, Croatia, Slovakia, France, Finland, Portugal and Poland. Different choice instead for Belgium, Spain, Wales, Scotland, Russia, Germany, Hungary and Sweden, the eight teams that will have the three stripes on the kits. Together with Italy, there will be the Czech Republic, Switzerland and Austria to wear PUMA. The brands that have a single representative are Hummel (Denmark), Jako (North Macedonia) and Joma (Ukraine).

Unlike the 2016 edition - won by Portugal at the Stade de France in Saint-Denis against the hosts - it is Nike that takes over the other brands with nine participating teams, while in the French European there were only six (France, England, Portugal, Poland, Croatia and Turkey). adidas, on the other hand, goes from nine in 2016 to eight in 2020, as does PUMA, which loses Slovakia and goes from five to four. In 2016, in addition to the big names, there were also Errea with Iceland, Macron with Albania and Umbro with Ireland.