EURO 08 with marketing foul
Revenue from the sale of fan merchandise and licensing fees is rising steadily. The soccer business is booming the most, and of course, every major event needs its own mascot.
Revenues from the sale of fan merchandise and income from license fees are constantly increasing. Business is booming most in football, and of course every major event has to have its own mascot. The latest addition is the official mascots for the UEFA European Football Championship EURO 08, which have been known since September 27: There will be two mascots because the games are being held in Austria and Switzerland. And: They come from Warner Brothers. What is not known, however, is the name of the football-themed characters, who, according to UEFA, are not there for the money, but for the advertising and communication of EURO 08. At the last European Championship in Portugal, however, the marketing of commercial rights generated a sum of 180 million euros. Be that as it may: In order for the two little guys to sneak into the hearts of the public, McDonalds in Switzerland and Austria and the EURO 08 website are looking for the right names until October 8, 2006: Votes can be cast between "Zagi and Zigi", "Flitz and Blitz" and "Trix and Flix".
Imaginary characters and names were deliberately chosen, they say. But perhaps it would have been better to involve a local communications agency in the naming process. Because the suggestion of "Zigi" (Swiss abbreviation for cigarette) seems more than unsuccessful with regard to the protection of minors at major sporting events.
Imaginary characters and names were deliberately chosen, they say. But perhaps it would have been better to involve a local communications agency in the naming process. Because the suggestion of "Zigi" (Swiss abbreviation for cigarette) seems more than unsuccessful with regard to the protection of minors at major sporting events.
