Sponsors Bet Big on Euro Soccer Series

Advertisers including Coke and McDonalds are spending major-league dollars on multimedia campaigns at the UEFA Championship games

As the players take to the field during Euro 2008, a larger and perhaps even more cutthroat competition also will be sweeping the tournament. The prize? The attention and spending power of the more than 1 billion fans worldwide expected to tune into the three-week sporting event.

To continue reading this article you must be a Bloomberg Professional Service Subscriber.