UEFA EURO 2024: WHERE THE REVENUE COMES FROM AND WHERE IT GOES

UEFA EURO is not just one of the biggest competitions in football but in all of world sport, generating a significant amount of revenue. Where does that money come from, and how does UEFA invest as much as possible back into the game?

Nico Williams of Spain poses for a 'selfie' with his VIVO Player of the Match trophy after the UEFA EURO 2024 group stage match between Spain and Italy at Arena AufSchalke. UEFA via Getty Images

Every four years, the eyes of the world turn to the UEFA European Championship, one of global sport's biggest events. Its immense popularity generates significant revenue through the sale of centralised sponsorship and media rights, tickets, hospitality and licensing.

But did you know that UEFA distributes the vast majority of the EURO's net revenue back into developing European football – notably through the UEFA HatTrick programme?

HatTrick is the primary driver of UEFA's goal to turn the excitement of a month-long tournament into a long-lasting legacy, not only in the host countries but across all of European football and society. Since its launch at EURO 2004, the world's largest sports solidarity fund has channelled an average two-thirds of the tournament's net revenue to Europe's associations to invest in growing the game.

Where the revenue comes from

Media rights

EURO is a hugely popular competition, featuring many of the best players in football. The quality on show and the on-pitch drama make for a hugely popular event, with millions of people around the globe wanting to watch. For broadcasters and media outlets, it offers immense reach and value.

A TV camera films the UEFA Euro 2024 logo in Hamburg. UEFA via Getty Images

It means the sale of media rights to broadcast matches live on television and other channels such as live streaming represents the largest proportion of EURO 2024's total income. The value of media rights for EURO 2024 is expected to surpass EURO 2020's mark of €1.135 billion.

Global sponsorships

The global appeal of EURO is also a key driver for another major revenue stream: sponsorships.

By offering organisations the opportunity to gain exposure to millions of fans and spectators, the tournament attracts many of the world's biggest companies and brands.

Alipay+, Booking.com, Coca-Cola, Unilever are among the major corporations that have chosen to partner with EURO 2024 as official global sponsors.

Spain coach Luis de la Fuente is interviewed in the mixed zone after the finals draw
UEFA via Getty Images

Ticketing, hospitality and licensing

Demand for the more than two and a half million match tickets available for EURO 2024 has been huge, with sell-outs expected for each of the ten German host stadiums. The cost of each one of those tickets, as well as hospitality sales, helps to cover the tournament's running costs.

Selling licensing fees to companies to produce official tournament merchandise acts as another major source of income. Wherever they are watching the matches – in the stadiums or at home – fans can embrace the EURO spirit by purchasing a range of branded products, from the tournament programme and sticker albums to clothing and memorabilia.

Where the revenue goes

After covering the costs of organising the EURO, we invest as much as possible of our net revenue back into the game.

Powering football development

The UEFA HatTrick programme is the primary driver for how we reinvest funds generated by EURO back into the game.

Since 2004, HatTrick has distributed an average two-thirds of every EURO's net revenue to fund development projects in all 55 of Europe's football associations. The benefits touch every level of their national football pyramids.

Girls play at a grassroots programme in Armenia

Locally, it pays for mini-pitches, club development, amateur coach education, school football and countless other grassroots initiatives that give more people the chance to get involved in the game regardless of ability, age, gender or ethnicity. Nationally, it allows associations to improve football infrastructure and invest in the players, coaches, referees and administrators who will use the new facilities.

EURO 2024 will leave a lasting football legacy across the continent by allocating a record €935 million to associations to build on the more than 800 projects already delivered by 20 years of HatTrick.

Prize money and club benefits

Commercial revenues from EURO are also redistributed through a combination of prize money and a club benefits programme, which recognises Europe's domestic clubs for releasing their players to contribute to the tournament's success.

EURO 2024 prize money will amount to €331m with the split based on:

Participation: €222m (€9.25m for each of 24 participating associations)

Tournament performance: €109m (allocated according to group stage results and performances in the knockout rounds.) The winners can accumulate a potential €28.5m in performance-related bonuses.

Total funding for the EURO 2024 club benefits programme amounts to €240m. Calculation of specific payments to each club will reflect:

The number of players released to participating national teams

The number of days each player spends at the tournament

FIFA categorisation of clubs for training compensation

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EURO 2024: BRACKET, GROUPS AND FIXTURES SCHEDULE FOR FINALS

 Check out all the fixtures, venues and kick-off times for Euro 2024 including the knockout bracket.

What is the Euro 2024 format?

The 24 teams were drawn into six groups of four nations.

The group winners and runners-up will advance to the knockout rounds, along with the four best third-placed teams.

It is then a straight knockout tournament, with extra time and penalties if necessary. There will be a round of 16, quarterfinals, semifinals and a final.

The tournament is being hosted by Germany, with matches to be played in the cities of Berlin, Cologne, Dortmund, Düsseldorf, Frankfurt, Gelsenkirchen, Hamburg, Leipzig, Munich and Stuttgart.

Fixtures and bracket

GROUP STAGE

Friday, June 14

Group A: Germany vs. Scotland (Munich; 9 p.m. local / 3 p.m. ET)

Saturday, June 15

Group A: Hungary vs. Switzerland (Cologne; 3 p.m. local / 9 a.m. ET)

Group B: Spain vs. Croatia (Berlin; 6 p.m. local / midday ET)

Group B: Italy vs. Albania (Dortmund; 9 p.m. local / 3 p.m. ET)

Sunday, June 16

Group D: Poland vs. Netherlands (Hamburg; 3 p.m. local / 9 a.m. ET)

Group C: Slovenia vs. Denmark (Stuttgart; 6 p.m. local / midday ET)

Group C: Serbia vs. England (Gelsenkirchen; 9 p.m. local / 3 p.m. ET)

Monday, June 17

Group E: Romania vs. Ukraine (Munich; 3 p.m. local / 9 a.m. ET)

Group E: Belgium vs. Slovakia (Frankfurt; 6 p.m. local / midday ET)

Group D: Austria vs. France (Düsseldorf; 9 p.m. local / 3 p.m. ET)

Tuesday, June 18

Group F: Turkey vs. Georgia (Dortmund; 6 p.m. local / midday ET)

Group F: Portugal vs. Czechia (Leipzig; 9 p.m. local / 3 p.m. ET)

Wednesday, June 19

Group B: Croatia vs. Albania (Hamburg; 3 p.m. local / 9 a.m. ET)

Group A: Germany vs. Hungary (Stuttgart; 6 p.m. local / midday ET)

Group A: Scotland vs. Switzerland (Cologne; 9 p.m. local / 3 p.m. ET)

Thursday, June 20

Group C: Slovenia vs. Serbia (Munich; 3 p.m. local / 9 a.m. ET)

Group C: Denmark vs. England (Frankfurt; 6 p.m. local / midday ET)

Group B: Spain vs. Italy (Gelsenkirchen; 9 p.m. local / 3 p.m. ET)

Friday, June 21

Group E: Slovakia vs. Ukraine (Düsseldorf; 3 p.m. local / 9 a.m. ET)

Group D: Poland vs. Austria (Berlin; 6 p.m. local / midday ET)

Group D: Netherlands vs. France (Leipzig; 9 p.m. local / 3 p.m. ET)

Saturday, June 22

Group F: Georgia vs. Czechia (Hamburg; 3 p.m. local / 9 a.m. ET)

Group F: Turkey vs. Portugal (Dortmund; 6 p.m. local / midday ET)

Group E: Belgium vs. Romania (Cologne; 9 p.m. local / 3 p.m. ET)

Sunday, June 23

Group A: Switzerland vs. Germany (Frankfurt; 9 p.m. local / 3 p.m. ET)

Group A: Scotland vs. Hungary (Stuttgart; 9 p.m. local / 3 p.m. ET)

Monday, June 24

Group B: Albania vs. Spain (Düsseldorf; 9 p.m. local / 3 p.m. ET)

Group B: Croatia vs. Italy (Leipzig; 9 p.m. local / 3 p.m. ET)

Tuesday, June 25

Group D: France vs. Poland (Dortmund; 6 p.m. local / midday ET)

Group D: Netherlands vs. Austria (Berlin; 6 p.m. local / midday ET)

Group C: England vs. Slovenia (Cologne; 9 p.m. local / 3 p.m. ET)

Group C: Denmark vs. Serbia (Munich; 9 p.m. local / 3 p.m. ET)

Wednesday, June 26

Group E: Ukraine vs. Belgium (Stuttgart; 6 p.m. local / midday ET)

Group E: Slovakia vs. Romania (Frankfurt; 6 p.m. local / midday ET)

Group F: Czechia vs. Turkey (Hamburg; 9 p.m. local / 3 p.m. ET)

Group F: Georgia vs. Portugal (Gelsenkirchen; 9 p.m. local / 3 p.m. ET)

BRACKET - ROUND OF 16

The distribution of third-placed qualifiers will depend upon which four groups provide the teams.

Saturday, June 29

38 - Runners-up of Group A vs. Runners-up of Group B (Berlin; 6 p.m. local / midday ET)

37- Winners of Group A vs. Runners-up of Group C (Dortmund; 9 p.m. local / 3 p.m. ET)

Sunday, June 30

40 - Winners of Group C vs. 3rd in Group D, E or F (Gelsenkirchen; 6 p.m. local / midday ET)

39 - Winners of Group B vs. 3rd in Group A, D, E or F (Cologne; 9 p.m. local / 3 p.m. ET)Monday, July 1

42 - Runners-up of Group D vs. Runners-up of Group E (Düsseldorf; 6 p.m. local / midday ET)

41 - Winners of Group F vs. 3rd in Group A, B or C (Frankfurt; 9 p.m. local / 3 p.m. ET)

Tuesday, July 2

43 - Winners of Group E vs. 3rd in Group A, B, C or D (Munich; 6 p.m. local / midday ET)

44 - Winners of Group D vs. Runners-up of Group F (Leipzig; 9 p.m. local / 3 p.m. ET)

BRACKET - QUARTERFINALS

Friday, July 5

45 - Winners of Match 39 vs. Winners of Match 37 (Stuttgart; 6 p.m. local / midday ET)

46 - Winners of Match 41 vs. Winners of Match 42 (Hamburg; 9 p.m. local / 3 p.m. ET)

Saturday, July 6

48 - Winners of Match 40 vs. Winners of Match 38 (Düsseldorf; 6 p.m. local / midday ET)

47 - Winners of Match 43 vs. Winners of Match 44 (Berlin; 9 p.m. local / 3 p.m. ET)

BRACKET - SEMIFINALS

Tuesday, July 10

49 - Winners of Match 45 vs. Winners of Match 46 (Munich; 9 p.m. local / 3 p.m. ET)

Wednesday, July 11

50 - Winners of Match 47 vs. Winners of Match 48 (Dortmund; 9 p.m. local / 3 p.m. ET)

BRACKET - FINAL

Sunday, July 14

Winners of Match 49 vs. Winners of Match 50 (Berlin; 9 p.m. local / 3 p.m. ET)

- ESPN

GERMANY'S DOMINANT EUROS OPENER PROVIDES HOME ENTHUSIASM

Florian Wirtz and Jamal Musiala were on the scoresheet to help Germany beat Scotland in their Euro 2024 opener 5-1. (Photo by Alexander Hassenstein/Getty Images)

 MUNICH, Germany -- You couldn't have asked for a better start to settle the nerves. And, yes, these were genuine nerves, despite the somewhat blasé, let's-just-enjoy-it-vibe they were giving off back in March.

When you're Europe's historical footballing superpower -- with the four World Cups and the three European Championships -- and you've gone to three major tournaments without making the Elite Eight, the screws turn, no matter how much you will them away. Especially when you're hosting the party and the uppity neighbours whom you routinely humiliated in the past (France and England) are coming to visit wishing you nothing but schadenfreude.

The gaudy win over Scotland however, is a bit like the double shot of Glenfiddich to calm yourself down before a scary, but necessary, task. It's a temporary boost, but the tough bit it still ahead. And the last thing you need is overconfidence. The doubts and questions that existed going into the tournament are still there. It's not Germany's fault, of course. It's the fact that, on the night, Scotland were so darn poor, at 11 vs. 11, let alone when they went down to 10 men in the first half after Ryan Porteous went all Mortal Kombat on Ílkay Gündogan.

The quartet of young (Jamal Musiala and Florian Wirtz) and old (Gündoğan and Toni Kroos) behind Kai Havertz had unpicked Scotland's deep 5-4-1 in the first twenty minutes. Joshua Kimmich -- picked out beautifully by a trademark Kroos' diagonal pass so ballistically perfect the soon-to-be former Real Madrid man ended up on his backside -- squared a cross to Wirtz at the top of the Scottish defense who sent a low, side-foot strike off the keeper's hands, on to the post and into the net, like some 1970s pool shark hustling tourists.

And then a beauty of a move, featuring threaded needle passes from Kroos and Gündoğan, an intelligent Havertz cutback and a Musiala blast into the roof of the net effectively killed the game.

The only German misstep in that first half came from Robert Andrich, who looks like he belongs on the undercard of an indie wrestling show and sometimes plays like it, too. There is no reason to get booked when you're two-nil up, let alone against a markedly inferior opponent, let alone for a foul in the opposition half, let alone to stop Scott McTominay. Havertz converted the penalty awarded for the Porteous red card tackle (that's right, he didn't just nearly surgically sever Gündoğan's ankle, he did it in the penalty area) and Germany went to the break at three-nil.

There wasn't too much to learn from the second half, because Scotland coach Steve Clarke -- presumably in some sort of attempt to game the goal-difference tie-breaker for third-place teams -- took off his center-forward Ché Adams, and sent on a centre-back, Grant Hanley, to take Porteous' place. The 5-4-1 thus became a 5-4-0 which helps explain the many goose eggs in Scotland's scoreline: zero attempts on target, zero attempts, zero corners, zero offsides, and 0.00 Expected Goals (xG).

Most normal teams don't play that way and Germany boss Julian Nagelsmann knows this, which is why you imagine he took events in the second half with a pinch of salt. Substitutes Niclas Füllkrug and Emre Can both scored, with the freakiest of freak own goals by Antonio Rüdiger sandwiched in between. But, really, the game was long over. And, arguably, it wasn't even football as we know it after the break. Don't believe me? Kroos completed 101 of 102 passes, setting a new completion record (99%).

"He [Kroos] is very important, just like everyone else," Nagelsmann said post-match. "He's very experienced and calm. He is part of the group, but that experience is what makes him different. With his record, some would have problems being accepted, but he is not arrogant, he is very important for the team and a pole of calmness."

Now, passing percentage numbers are generally bogus as a stat, but if the big blond 34-year-old who you know is the only real passing threat in front of the back four goes 101 for 102 and isn't passing around traffic cones but real, live professional footballers, then something must be awry. Kroos is great, but he can only do that when there's something seriously wrong with the opposition. And so the questions remain. Given the limitations on the ball of everyone in Germany's back six other than Kroos and Kimmich, can this set-up work if better opponents start pressing the life out of Germany? We don't know.

Musiala and Wirtz excel at creating space for themselves, but can they do it against opponents who are quicker and better at stopping them one-on-one when they dribble inside? We don't know. Can this midfield actually shield the defense and recover the ball if the first line of pressing is broken by opponents who can actually keep the ball in the opposition's half and transition without overhitting passes like Scotland did? We don't know. Can Kimmich defend one-on-one effectively against real wingers and not Andrew Robertson having to cover the entire flank on his own? We don't know.

Can Rudiger and Jonathan Tah shut down center-forwards who might be a tier or two above Adams (who once went 32 games without scoring in the Premier League)? We don't know. Did he make the right choice in picking Manuel Neuer over Marc-André ter Stegen? We don't know, since he didn't face a single shot: he could have put a different Manuel, say, Manuel Miranda, in goal and it wouldn't have mattered.

These are all known unknowns for Nagelsmann, which is why he's pumping the brakes. He didn't expect to see Scotland like this, nobody did. But that's ok. Because while he might not have gotten significant data points on whether his scheme can actually work, he has plenty of "known knowns" when it comes to individuals. Wirtz has taken his Bayer Leverkusen form with him to the Euros, while Musiala has left Bayern's nightmare campaign behind.

That Kroos-to-Kimmich diagonal looks to be a weapon even against better opponents. Gündoğan looks sharp and ready to lead and his subs seemed to delight in putting their (metaphorical) foot on the neck of a prone opponent. More broadly, Germany fans -- both those at the Allianz Arena and the tens of millions watching on screens around the country -- are ready to dream and love their Mannschaft again.

It's going to get (a lot) tougher than this. The doubts haven't been swept away. But the butterflies are gone. And that's important.

- Gabriele Marcotti, Senior Writer, ESPN FC

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