Sustainability, Sponsorship, Communication and Technology Lessons from UEFA EURO 2024 in Germany

This paper examines sustainability communication in the context of the 2024 UEFA European Soccer Championship in Germany and analyses the discrepancy between the organizer’s idealized self-image and public perception. Building on the specific characteristics of sponsored mega sports events and the theoretical foundations of sustainability communication, the study evaluates key elements of UEFA’s ESG strategy and contrasts them with the observable environmental, social, and governance measures implemented during the tournament. The analysis reveals significant progress – such as the use of existing infrastructure, innovative mobility concepts, and the involvement of technology and external expertise – while also identifying substantial gaps, including inconsistencies in implementation, insufficiently defined goals, and fragmented communication structures. Based on these insights, the paper provides recommendations for future mega sports events and their sponsors, outlining how sustainability communication can be made more credible, consistent, and impact-oriented.