Marketers harness sporting narratives at Euro 2020 to increase brand consideration and purchase intent by tuning into crowd sympathies and building up brands.
TV remains crucial for brands as international soccer draws huge broadcast audiences in key markets such as the U.K., France, and Germany, making it a primary channel for brands taking the tournament seriously.
This year's Euro 2020 being in a timezone friendly to casual viewers facilitates a 'polarization' of approaches between 'anthemic ... unapologetic TV ads' and digital channels.
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