European soccer’s governing body has held a two-day workshop with its major commercial backers in Nyon, along with its television partner, the European Broadcasting Union (EBU).
"Nothing beats a national team tournament when it comes to generating interest," UEFA director of professional football and marketing Lars-Christer Olsson told the workshop.
"You, as our partners, are our engine to communicate not only in Europe and all over the world, to bring the information around the competition to all your customers.
"This is of great value to UEFA to be able to communicate with everybody. The networks that you are making available for us are absolutely essential for the success of the tournament. We hope that the networks that we are offering you will have a similar effect on your activities."
Meanwhile, all eyes will be on UEFA today as its two-day Executive Committee meeting in Copenhagen concludes. On the agenda for the final day will be the decision on the non-European TV rights to Euro 2004.
IMG is still seen as favourite, but faces tough opposition from rival bids from Octagon, Dentsu, Sportfive, KirchSport and TEAM Marketing.
