The new format of Euro 2020 poses new questions to its organizers. The key one is: “Who can cash in on the main football event of the year? The COVID-19 pandemic has made its own adjustments in the timing and the format of the tournament.
The 16th UEFA European Championship was supposed to take place last year. However, due to the pandemic, the organizers decided to postpone the event and change its usual format. For the first time in its history, the championship is being held not in one or two neighboring states, but in 10 different countries. In addition, the tournament is taking place a year later than planned, though its official name has not changed — Euro 2020. Major football championships usually have a good impact on the financial performance of airlines, alcohol producers, and hotel chains. However, this time is a special one as all borders are partially closed and the stands are almost never 100% full. That is why companies that do not depend on these factors are likely to receive the largest income. They are broadcasters (the broadcast rights for the coverage of Euro 2020 are held by British broadcaster ITV, whose shares are traded on the London Stock Exchange), sportswear manufacturers, bookmakers, official sponsors of UEFA Euro 2020 (AliPay, Booking.com, FedEx, Gazprom, HiSense, and Volkswagen), and listed football clubs.
