German poultry specalist Wiesenhof picked as UEFA Euro 2024 national partner

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Wiesenhof and UEFA Euro 2024
Editorial credit: Dziurek / Shutterstock.com

With the German UEFA Euro 2024 tournament swiftly approaching, long-time supporter of German football – poultry producer Wiesenhof – has been selected as the latest national sponsor for the continental tournament.

The Euros is a huge tournament not only in Europe but globally and with the eyes of the world fixed on Germany for their largest sporting tournament since the 2006 FIFA World Cup the selection of sponsors has been a hotly contested.

Wiesenhof is Germany’s largest poultry manufacturer and the fourth largest in Europe.

The company has been a long-time supporter of German football and under the partnership will provide fans with daily opportunities to win VIP tickets to the Euros.

Through this promotion more than 1,000 tickets will be awarded to fans across the nation as the tournament take place across 10 cities.

Wiesenhof will also offer from 1 January 2024 across several of their products including the companies vegan line participation codes for customers to go into the draw to win VIP tickets.

The company will also offer ticket raffles on their social media as well as through third party promotion.

Speaking on the newly announced partnership, UEFA Marketing Director Guy-Laurent Epstein expressed excitement for the fans.

“We are pleased to announce our partnership with Wiesenhof for UEFA Euro 2024. Through extensive retail activations in Germany and special promotions, this collaboration will offer fans a chance to win hundreds of tickets to join us at the heart of the most outstanding football action of the summer,” he said via press release.

“These events, kicking off in early 2024, will celebrate the game of football and serve as an excellent prelude to what is poised to be another captivating European championship.”

Head of Marketing at the PHW group, Dr Ingo Stryck, mirrored this excitement and reassured fans of the opportunity for tickets that will be available.

“UEFA EURO 2024 will not only thrill passionate football fans from Germany and all over Europe, but will enthral everyone, and so we are proud to become an official national partner of this great competition,” he said via press release.

“We are especially pleased that we can share this enthusiasm by providing unforgettable live experiences to customers and fans through various raffles and competitions.”

This new deal is a great opportunity for German fans and will help boost the profile of German produce as the tournament gets under way in the middle of next year.

It is great to see a large international tournament support domestic business and as Wiesenhof joins other quintessential German brands like Bitburger it is a great sign that this contest will provide fans across the world with a unique look into German culture alongside world class football.

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Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

Football Queensland’s Logan hub plan rejected by council

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Image Credits: Football Queensland

Football Queensland’s plans for a major new football hub at Meakin Park have been rejected by Logan City Council. The proposed $76.1 million redevelopment aimed to create a state home for football in Queensland.

Council unanimously rejected Football Queensland’s request for longer-term leases and additional land at the Slacks Creek site. The decision leaves the organisation’s current leases in place. The proposed development would have delivered new playing fields, elite training facilities and a dedicated home for Football Queensland.

Three-stage development

The first stage of Queensland Football’s development carried an $8.5 million price tag. It would upgrade fields, lighting, drainage and irrigation across Meakin and Mappas parks. The goal was to create a six-field, international-standard training venue.

The second stage represented the largest investment. Football Queensland planned to spend $55.3 million on a new headquarters at the adjoining Queens Park site. The facility would include a Women and Girls Academy, sports science facilities, sports medicine and strength and conditioning services.

A third $12.3 million stage would add an indoor futsal academy and two synthetic fields. Football Queensland said the project could create a major football precinct for the region. It also saw the facility playing a role in Queensland’s preparations for Brisbane 2032 and beyond.

Lease decision creates roadblock

Queensland’s governing body sought a 25-year lease with an option for another 25 years. Chief executive Robert Cavallucci said longer tenure was essential to secure government funding and move the project forward. The organisation has around three years remaining on its existing leases.

Council took a different view. Concerns included community access, funding certainty, future costs and the level of use at the existing facilities. Councillors also questioned whether a long-term arrangement would deliver enough benefit to Logan residents and grassroots clubs. Logan Council has now ordered a review of Football Queensland’s performance under its current lease.

Grassroots football at the centre

The decision highlights a wider issue for football infrastructure. Major facilities can provide elite pathways, sports science and high-performance opportunities, but unless councils can ensure local players and clubs can access the fields, they will be rejected.

Meakin Park already serves several sporting organisations, including football users and community sporting groups. Football Queensland said it had invested almost $2 million at Meakin Park and Mappas fields. It also argued the precinct operates at around 130 per cent capacity. For Queensland football, the challenge now is finding a model that can deliver high-performance facilities while expanding access for the community.

The proposal may have been rejected, but the need for better football infrastructure remains. With participation growing and Brisbane’s 2032 Olympic Games approaching, the debate over where and how Queensland builds its next generation of football facilities is unlikely to disappear.

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