French mobile network Orange recently announced their sponsorship plans for the upcoming Euro 2016 tournament. This year, they hope to make it all about the fans who come to see the matches.
Orange will be the official telecoms provider of the tournament, which takes place this summer in France. They’ll be providing all of the ground’s communication infrastructure such as themed data and roaming packages for consumers and tickets for competition winners.
In a bid to focus on the fans, Orange is working hard to make the campaign about them. On the evening of each match day, the Eiffel Tower will be lit up in teams’ colours, as decided by the fans on social media channels. They’ll also be picking a ‘fan of the match’ from the stands to win prizes. The network will also sponsor the ‘fan zones’ which are to be set up in Lille, Paris, Lyon, Marseilles, Toulouse and Bordeaux.
A spokesperson for the sponsorship department of Orange said that when the brand sponsored Euro 2012, it was valuable to the business, so it made sense to sponsor the event again ‘on home turf’. A key indicator of success for the business is to look outside of Europe, using the ‘focus on the fans’ strategy to drive engagement over a longer term period of time.
World football is having a difficult time at the moment, amid the corruption scandal at FIFA. The UEFA headquarters were also raided earlier this month.
Of the issue, Orange said that they trust UEFA are doing the right thing to manage the ongoing issues.
Euro 2016 commences on the 10th of June.
For more information about Orange’s sponsorship role, or Orange network services, contact Orange customer services.