Power Players: From Euro 2020 to the Olympics, Sponsors Compete With Athletes’ Own Brands

Marketers can prevent damage from sports stars' potential rejection

Coca-Cola spent hundreds of millions of dollars sponsoring Euro 2020. It spent years preparing for one of the world’s most watched soccer tournaments after the Summer Olympics and FIFA World Cup. Coke’s iconic logo sat among European soccer’s brightest stars; it even had bottles of its flagship cola on the postgame podium.