Even bigger than the headlines about England's exit were the figures estimating its cost. Roger Titford looks at what it will really mean for sponsors, business generally and the marketability of football
Euro 2008 will be the first such tournament without an English-speaking nation since the eight-team European Championship finals in France in 1984. For the football purist, this may be a good thing. For the marketing man, it is a bit of a disaster. On Thursday November 22, Britain’s marketing community awoke to see an enormous hole blown in media plans and promotional schedules across the entire range of consumer goods. Worst affected will be the official commercial partner companies with events and activities planned around England’s summer participation. The typical, rudderless bloke in the supermarket won’t be wearing his new Umbro England shirt and loading his trolley with cases of cheap Carlsberg in anticipation of Austria v Romania. Eat Turkey! Drink Greece! Sleep Switzerland! This tournament is not going to work for the uncommitted UK target audience.