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Match Hospitality lands Euro 2020 contract in seven countries

A detail of the UEFA Euro 2020 trophy during the UEFA Euro 2020 sponsor workshop at Cavalieri Hotel on September 26, 2019 in Rome (Photo by Paolo Bruno/Getty Images)

Match Hospitality has been named as the exclusive sales agent in a number of territories for official hospitality during next year’s Uefa European Championships.

The deal covers Spain, Portugal, Russia, South Africa, Mexico, Peru and Colombia. Under the agreement, official hospitality packages for the tournament will be marketed to customers in these countries exclusively through Match.

Match will leverage its local presence and established client relationships in these countries to drive sales of Euro 2020, which will take place in 12 cities across Europe.

Uefa went to market in 2017 for bids for global bids for the Euro 2020 hospitality rights but ultimately opted to keep the sales process in-house.

Earlier this year, the IMG agency was named as Uefa’s exclusive Euro 2020 hospitality sales agent in the UK and Ireland. The selection process for the hospitality sales role outside of the UK and Ireland was started by Uefa just under a year ago.

Jaime Byrom, executive chairman of Match, said: “Having delivered truly ground-breaking official hospitality programmes for some of the biggest sporting events in the world, our global team understands the sports hospitality market in the countries in which we have been appointed and the desire and passion in these countries for European football.

“Uefa Euro 2020 will mark the 60th anniversary of the tournament, and we are looking forward to playing a contributing role in its success.”

Uefa’s head of revenue operations, Philippe Margraff, added: “We believe that this sales partnership is especially beneficial given Match Hospitality’s recent experience at 2018 Fifa World Cup Russia.”

The hospitality programme will guarantee premium tickets, gourmet catering and elite viewing positions at stadia. Hospitality options are available on a first-come, first-served basis.

Euro 2020 gets underway at the Stadio Olimpico in Rome on June 12, with the final to be held a month later at London’s Wembley Stadium.