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SBD Global/June 28, 2012/Marketing and Sponsorship

Food Industry Wants Its Share Of The Euro 2012 Pie

Food producers spent plenty of advertising money on Euro 2012, but "not everyone will capitalize," according to Ulrich Goll of DER TAGESSPIEGEL. German brewery Bitburger, an official sponsor of the German national team since '98, increased its ads during Euro 2012 and hopes that this will bring "additional profit." The German Association of Private Breweries said, "Beer consumption will increase by up to 10% in comparison to summer months without football." Chips, peanuts and salty snack producers Lorenz and Funny Frisch have increased their production hours during the football tournament. Market research institute Nielsen said that "the consumption of salty snacks increases by up to 20% during big football tournaments." Other companies such as candy and chocolate producers are unable to capitalize on Euro 2012. A Sweet Global Network spokesperson said, "Euro 2012 has no influence on the consumption of chocolate" (DER TAGESSPIEGEL, 6/27).
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