- Title: GERMANY / AUSTRIA: Both large and small businesses hope to profit from Euro 2008
- Date: 8th June 2008
- Summary: (L!1) HERZOGENAURACH , GERMANY (RECENT - MAY 27, 2008) (REUTERS) VARIOUS OF OUTSIDE ADIDAS BUILDING INSIDE ADIDAS CENTRE WITH DIFFERENT DISPLAYS MAN BOUNCING EURO BALL AND PUTTING IT BACK ON DISPLAY MAN TAKING PICTURE OF EURO FINAL BALL MAN FILMING SOCCER BALLS VICE PRESIDENT OF ADIDAS GLOBAL FOOTBALL MARKUS BAUMANN BEING INTERVIEWED EURO 2008 OFFICIAL SPONSOR SIGN (SOUNDBITE) (German) VICE PRESIDENT OF ADIDAS GLOBAL FOOTBALL MARKUS BAUMANN SAYING: "We have raised the standards of the Euro 2008 ball, the Europass in comparison with the last World Cup ball. it is the most perfect ball ever with an absolutely constant and accurate flight, optimal handling in wet and dry conditions. It has a new surface structure which allows for this. This is a huge step forward." MANNEQUIN WEARING GERMAN SOCCER STRIP (SOUNDBITE) (German) VICE PRESIDENT OF ADIDAS GLOBAL FOOTBALL MARKUS BAUMANN SAYING: "First of all we are looking forward to exciting games of course. We also hope that there will be the same hype in Austria and Switzerland that was seen in 2006 during the World Cup in Germany. That the whole nation backs the team and that we see inspirational games. And of course as a company, the icing on the cake would be if a team wearing three stripes lifts the trophy." MAN USING HIS PHONE WHILE STANDING IN FRONT OF FOOTBALL BOOTS FROM DIFFERENT COUNTRIES MANNEQUINS WEARING GREEK SHIRTS MANNEQUIN WEARING FRENCH SHIRT MANNEQUINS PLACED IN A ROW WEARING STRIPS OF DIFFERENT COUNTRIES (L!1) VIENNA, AUSTRIA (MAY 23, 2008) (REUTERS) VARIOUS OF GRAPHIC DESIGNER STEFANIE SCHOEFFMANN WALKING THROUGH MUSEUM SQUARE SCHOEFFMANN PUTTING DOWN THE BAG AND SITTING DOWN CLOSE OF LOGO ON BAG READING 'HOSTED BY LOSERS' (SOUNDBITE) (German) GRAPHIC DESIGNER STEFANIE SCHOEFFMANN, OPENING THE BAG AND TAKING THE CAP OUT OF IT AND SAYING: "I came up with the idea for "Hosted by Losers" while I was on holiday with friends. We were talking about the World Cup in Germany and the European Championships in Austria and we thought that Hosted by Losers was better than Hosted by Friends." (SOUNDBITE) (German) GRAPHIC DESIGNER STEFANIE SCHOEFFMANN, SAYING: "There are altogether 17 different articles from t-shirts, bags, jackets to tank tops, sweat bands and caps. This t-shirt is the most sought after article. The clothing is mostly bought by people who understand the slogan, by Germans, Austrians and Swiss. And this applies to the Swiss too so they also understand it. " VARIOUS OF SCHOEFFMANN TAKING CLOTHING AND UNDERWEAR OUT OF BAG SOUNDBITE) (German) GRAPHIC DESIGNER STEFANIE SCHOEFFMANN, SAYING: "Of course there are a few who feel that their pride has been hurt. They would prefer to give the team positive messages but I think people shouldn't take it too seriously and should see the funny side of it. And this is a way for people who aren't fans of soccer to celebrate." VARIOUS OF SCHOEFFMANN PUTTING ON A SWEATER SCHOEFFMANN WALKING ACROSS SQUARE
- Embargoed: 23rd June 2008 13:00
- Keywords:
- Topics: Industry,Sports
- Reuters ID: LVACBCJO9XD1IPFIQ6KGPOJMS2VD
- Story Text: With just five days to go until the start of Euro 2008, companies throughout Austria and Switzerland are hoping to cash in over the next few weeks. Businesses and entrepreneurs are coming up with lots of new and innovative inventions to make their name stand out during the competition.
As one of the main sponsors of UEFA Euro 2008, sports giant adidas has even invented a new soccer ball which is to be used during the tournament.
Vice President of Adidas Global Football Markus Baumann says the new ball is steps ahead of the one used during the World Cup in 2006.
"We have raised the standards of the Euro 2008 ball, the "Europass", in comparison with the last World Cup ball. it is the most perfect ball ever with an absolutely constant and accurate flight, optimal handling in wet and dry conditions. It has a new surface structure which allows for this. This is a huge step forward."
Nevertheless, the ball has been a source of worry for some soccer players. One of Italy's reserve goalkeepers Marco Amelia told an Italian newspaper that the ball was causing problems because of its erratic flight.
Adidas is not just a sponsor of the tournament but is also sponsoring many of the national teams taking part. The national strips of France and Germany are just two of the countries who will be sporting the famous three stripes.
The company hopes that the Adidas sponsored teams will be successful in the tournament.
"First of all we are looking forward to exciting games of course.
We also hope that there will be the same hype in Austria and Switzerland that was seen in 2006 during the World Cup in Germany. That the whole nation backs the team and that we see inspirational games. And of course as a company, the icing on the cake would be if a team wearing three stripes lifts the trophy."
But it is not just the major international companies which are getting involved as small business and entrepreneurs take their slightly more alternative ideas to the soccer fans.
One of these is 27-year old Austrian graphic designer Stefanie Schoeffmann who has designed a range of clothing which give people a taste of the Austrian sense of humour. The goods, which range from t-shirts and caps to underwear, bear the slogan "hosted by losers", which pokes fun at the Austrian national soccer team's recent poor performance. The slogan mimics the official slogan used by the German organisers of the 2006 World Cup of "hosted by friends".
Barring one angry response suggesting she should be burned as a witch, Stefanie Schoeffmann said the merchandise has been well received in the Alpine country, traditionally more excited by its skiers than its soccer players.
"Of course there are a few who feel that their pride has been hurt. They would prefer to give the team positive messages but I think people shouldn't take it too seriously and should see the funny side of it. And this is a way for people who aren't fans of football to celebrate."
The idea came while discussing the likely differences between Germany's 2006 World Cup and Euro 2008, co-hosted by Switzerland and Austria, with her friends, Schoeffmann said.
Since she began producing the clothes, orders have poured in from Austria, Switzerland and Germany.
Austria had a nine-game winless streak in 2007, prompting a wave of both despair and black humour among fans. An online petition urging Austria's national side to withdraw from the June 7-29 tournament attracted 10,000 signatures. Austria are drawn in Group B with Germany, Croatia and Poland. - Copyright Holder: REUTERS
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