Euro 2020: UEFA warns of sanctions for breach of sponsorship obligations

UEFA has warned all the teams of possible sanctions if their players move drinks at Euro 2020 press conferences, with French midfielder Paul Pogba and Portuguese superstar Cristiano Ronaldo having done the same.

Ronaldo, who has over 500 million followers on social media, moved Coca-Cola at a press conference ahead of Portugal’s opener against Hungary, instead advising people to drink water. The gesture led to drinks giants’ shares to tumble by over 1.6%, wiping off over $4 billion off their value.

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The next day, Pogba removed a bottle of Heineken beer. Subsequently, on Wednesday, Italy’s Manuel Locatelli also replaced Coca-Cola with water.

“UEFA has reminded participating teams that partnerships are integral to the delivery of the tournament and to ensuring the development of football across Europe, including for youth and women,” tournament organisers were quoted as saying by BBC on Thursday.

Euro 2020 tournament director Martin Kallen also reminded players to abide by their contractual obligations and that failing to do so would result in serious disciplinary action.

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He also said UEFA does not plan to sanction players directly. The organisers of Euro 2020 plan to fine players through their respective football federations.

“We are never fining players directly from the UEFA side, we will do this always through the participating national association and then they could look if they will go further to the player, but we are not going directly for the moment to the player,” Kallen said.