Why does the 2024 European Cup use LED displays?

In the early hours of June 15th, Beijing time, the world turned its attention to Munich's Allianz Arena for the opening match of the 2024 UEFA European Championship between Germany and Scotland. With Germany, the host nation, securing a decisive 5-1 victory, the LED advertising boards around the stadium and the Euro 2024-themed ads on various video platforms highlighted the high-profile nature of this football event. For the LED display industry, the second half of 2024 promises a surge in market demand, driven by the multitude of major sports events like the European Championship.

Chinese Enterprises Make Their Mark at the Euros

Just one minute into the opening match of the 2024 European Championship, Germany created a scoring opportunity. Florian Wirtz's solo effort was saved by Scotland's goalkeeper, Gunn, but within ten minutes, Germany had netted the first goal of the tournament, leading to a 5-1 rout. Yet, even more impressive than the "German machine" was the strong presence of Chinese sponsors. Immediately after the referee's whistle, the LED advertising boards at the Munich football stadium prominently displayed ads from two Chinese sponsors.

The visibility of Chinese brands on the LED screens was striking, with Chinese characters occupying the most prominent spots. This year's European Championship features five global sponsors from China, accounting for an unprecedented 38.4% of the total sponsorship, setting a new record and showcasing the strength and rise of Chinese enterprises on the global stage.

Sponsoring international events is not new for Chinese companies. While sponsorship represents a significant investment, it offers unparalleled exposure. Using the European Championship as a platform, more Chinese brands are making their way into international markets. This strategy not only boosts brand visibility but also fosters a positive brand image, facilitating long-term success for these companies abroad.

LED displays play a crucial role in promoting brands during sports events. They address the limitations of traditional static advertising boards by offering flexibility in content and timing. Sponsors can easily update their ads to suit different time slots, ensuring precise and effective advertising, which makes LED displays highly popular among sponsors. Indeed, LED screens are considered essential advertising tools in sports venues.

The Indispensable Role of LED Displays in Sports Events

As we approach the midpoint of 2024, the display panel industry acknowledges this year as a market turning point. Major sports events such as the Olympics and the European Championship, held every four years, along with the World Table Tennis Championships, Figure Skating and Speed Skating World Championships, Wimbledon, the US Open, and the Australian Open, have garnered increasing attention due to the commercialization and entertainment value of sports. In this context, global audiences eagerly participate in these events, with LED screens serving as a vital medium connecting these events with viewers.

Pre-event, LED displays are used to create multifunctional, modern sports venues, enhancing the pre-game atmosphere and delivering stunning visual effects that provide a perfect visual feast for the audience. Outside or open-air stadiums, LED screens are used for broadcasting promotional information, guiding orderly entry and exit, and displaying commercial ads, ensuring the safe operation of LED screens in crowded venues.

During events, live LED displays offer high definition, high refresh rates, smooth display, quick response, and seamless fast-motion scenes, ensuring viewers don't miss any moment of the action. Large, clear live broadcasts break seating limitations, making distant viewing easier. Additionally, LED screens enhance the event's atmosphere with light and music, creating an immersive experience for spectators. Slow-motion replays assist referees in making accurate decisions, ensuring fairness and integrity throughout the competition.

Moreover, the enthusiasm for sports events, spurred by the European Championship, extends to various offline venues like bars and restaurants, significantly increasing audience reach. This surge in viewership presents a substantial opportunity for LED screen companies.

Continued Growth and Favorable Policies for LED Displays

In recent years, LED screens have garnered increasing attention, particularly in marketing, and 2024 is no exception. Major public events elevate the value, usage duration, and engagement of LED screens.

Additionally, the growing overseas market offers more opportunities for Chinese LED companies. This year, "going global" is a key theme for many Chinese businesses. Advertisers, in particular, are transitioning from product exportation to brand globalization. High-quality brand advertisements help them quickly penetrate international markets, build brand image, and capture consumer mindshare, making LED screen marketing crucial.

Supportive policies further bolster the LED display industry. In May, six departments jointly released the "Implementation Plan for Equipment Upgrades in the Culture and Tourism Sectors," aiming to guide and promote nationwide updates of facilities and equipment by 2027. This plan ensures sustained and stable investment growth, improves service quality, and fosters high-quality development in culture and tourism. The focus on upgrading display equipment in sports venues, museums, and key tourist sites directly benefits the LED display industry.

Just like the opening match where both teams gave their all, with Germany dominating and Scotland scoring despite being a man down, the relentless spirit of athletes is inspiring. This determination mirrors the LED display industry's drive for success. Seizing the opportunity, Chinese LED display companies are ready to boldly advance and conquer new heights.