Euro 2024, as with all UEFA European Championships, are complex events. It brings a collision of operational, legal, HR and commercial. With an estimated 2.5 million tickets available before and over 400,000 additional international visitors expected by the end of the tournament, the logistical and hosting demands are immense.
The month-long event is set to generate a significant economic impact, with an estimated €1.5 billion in revenue expected from tourism alone, including accommodation, dining and entertainment. The ripple effects on the local economy are profound, with hotels, restaurants and local businesses experiencing a surge in demand. In Germany, the tournament is set to generate over two million hotel room nights and bring in more than €500 million from tourism. That is a lot of work for the country’s hospitality businesses.
On average, during a couple of past UEFA European Championships, over seven million litres of beer, over three million sausages, 2.5 million burgers, and 1.5 million portions of fries have been consumed. This underscores the significant logistical and supply chain efforts required to cater to such large crowds. But UEFA are not alone in organising all this, of course. They have some official partners to help them create the magic.
While UEFA is focused and in charge of everything regarding sport, Hospitality Experience Company, for example, is taking care of hospitality packages. Personally, I was part of a UEFA educational workshop at Euro 2024 with a VIP package for a game in the evening, and the whole journey from Switzerland to Germany and back was amazing and flowing every step of the way. I witnessed a mind-blowing number of details their operational and event team is taking care of. All of their experience of more than 3,000 games per year shone through.
While the matches are undoubtedly the main attraction, the Euros encompass a wide-range of activities and experiences that cater to the diverse audiences that attend. The tournament is a significant event for the hospitality industry, as it attracts tourists from all over the world, boosting local economies and showcasing the host nation’s cultural heritage. From fan zones and concerts to culinary festivals and networking events, the Euros offer something for everyone, and during the tournament host cities transform into vibrant hubs of activity
It starts from the moment you step out of the airport or train station, where clues can be found in the unique information added to everyday signs, mixed with clever branding and the palpable buzz of something happening. You know exactly where you are and what is taking place. The excitable mood created by one of the greatest sports events in Europe really pulls you in.
The organisation of such an event is very complex and only possible if the host is able to provide the relevant infrastructure (state-of-the-art stadiums, sufficient and appropriate accommodation facilities, efficient public transport system, etc) and to satisfy the demands of all relevant stakeholders, such as participating teams, supporters, media, broadcast partners, sponsors, volunteers, and government authorities.
By using the Euros as an example we can learn a great deal about what it takes to organise and execute a large-scale event. Here are seven key points I have found to be fundamental to the process:
1. Define your event goals and objectives
The first step in planning is to clearly define the goals and objectives of the event. For the Euros, the primary goal is to host a world-class football tournament that also promotes European unity and showcases the host nation’s hospitality. Specific objectives include delivering an outstanding attendee experience, ensuring financial viability and maximising the positive impact on the local economy and community.
2. Identify your target attendees
Understanding the target audience is crucial. The Euros not only attracts football fans, but also families, tourists and corporate guests. Each group has different needs and expectations, which must be catered to in the planning process. For instance, corporate guests may require VIP hospitality services, while families might seek child-friendly activities and accommodation.
3. Develop a concept and theme
Creating a cohesive event concept and theme helps in unifying all elements of the event. For the Euros, this might involve themes of sportsmanship, cultural celebration and European solidarity. These themes will be reflected in the branding, marketing materials and event programming.
4. Establish a realistic budget
A well-defined budget is essential for managing resources effectively, ensuring the event remains financially viable. The value of media rights for Euro 2024 represents the largest proportion of total income and it is around €1.2 billion. If we add sponsorship as another revenue stream alongside the ticketing, hospitality and licensing fees for production of official tournament merchandise, we come to the quite incredible value of around €1.9 billion. The vast majority, of which (almost 80%), UEFA is redistributing back into the continued development of European football.
5. Choose the right venue and event space
Selecting appropriate venues is critical. The stadiums need to accommodate large crowds, while other spaces must cater to various side events, ensuring accessibility and comfort for all attendees. For example, Berlin’s Olympiastadion, with a capacity of over 74,000, will host key matches, while smaller venues will be used for fan zones and cultural events.
6. Create a detailed schedule and agenda
A comprehensive schedule ensures that all activities are well-coordinated, from matches and entertainment to workshops and networking events. This helps in maintaining a smooth flow and maximising attendee engagement. The schedule will include match timings, fan zone activities, transportation schedules and security briefings.
7. Build an event team and assign responsibilities
In order to have each step meticulously planned and executed, a dedicated team is crucial. Assign clear roles and responsibilities to ensure all aspects of the event are managed efficiently, from logistics to guest relations. The team will need to include event managers, planners, specialists, coordinators, match, media, venue and other managers, volunteers, security personnel and hospitality staff, all working together to deliver a seamless experience. The UEFA team has around 600 people with an additional 1,000 people working on closed-end contracts for the Euros.
So, what finer details go into making this event unforgettable? Creating a memorable experience involves attention to detail and a focus on the attendee’s journey. Key elements include:
- Creating an engaging and memorable attendee experience: interactive sessions, engaging activities, and personalised experiences make attendees feel valued. For example, fan engagement zones with virtual reality experiences and football skill challenges.
- Designing interactive event agendas and breakout sessions: offering diverse and interactive sessions keeps the audience engaged and interested. Workshops and panels on football tactics, history and culture add depth to the experience.
- Planning networking and socialising opportunities: facilitating connections and social interactions enhances the overall experience. VIP lounges, corporate hospitality suites and fan meet-and-greets are key elements. It is also a great opportunity for workshops, exchanging knowledge and experiences during the mornings, when games are not scheduled.
- Providing optimal table layout and seating options: comfortable and strategic seating arrangements improve attendee satisfaction. Ensuring clear visibility and easy access in fan zones and hospitality areas is crucial. Incorporating visual identity and branding elements: consistent branding throughout the event reinforces the event’s identity and message. From signage to merchandise, a strong visual presence enhances recognition and engagement. There is not a single place that is not branded, from VIP Euro hotels to every single place in and around the stadium.
- Enhancing attendee engagement and participation: interactive technologies and activities keep attendees actively involved. Mobile apps offering real-time updates, interactive maps and personalised schedules enhance the attendee experience.
In addition, risk management is a critical aspect of planning large events. Event planners must anticipate potential risks and develop comprehensive contingency plans. This includes security measures, medical services and emergency protocols to ensure the safety and wellbeing of all attendees. For the Euros and similar large-scale events that include lots of people and emotions, like music concerts, for example, extensive security planning involves collaboration with local police, private security firms and emergency services to manage crowds and prevent incidents. They must respond swiftly to any emergencies and at the Euros this is no different. Having all covered by insurance also brings peace of mind.
Planning a large-scale event like Euro 2024 requires a harmonious blend of precision and passion. It is about more than just hosting a football tournament; it is about creating an unforgettable experience that resonates with hundreds of thousands of people. With meticulous planning, the right tools and a dedicated team, Euro 2024 is a phenomenal event, showcasing the perfect synergy between sport and hospitality.
As an event expert and a passionate football fan, I am thrilled to be part of this incredible journey, witnessing first-hand the magic of when precision meets passion. Euro 2024 will not only be remembered as a celebration of football but as a testament to the power of well-executed event planning. The economic impact on Germany will be substantial, for tourism, local businesses and hospitality, while also claiming to be the most sustainable European Championships of all time.
