The Football Association of Slovenia (NZS) is concerned about covert advertising related to Euro 2024: “They are exploiting the attention of the sports public without supporting Slovenian sports”

Published on 15. May 2024 15. May 2024

Photo: Vid Ponikvar / Sportida

Only 30 days left until Euro 2024, and it is expected that the excitement will continue to build up day by day. The Football Association of Slovenia (NZS) is already in full swing, as is the Slovenian national team coach, Matjaž Kek. Meanwhile, the tournament in Germany is gradually but steadily gaining prominence in the interest of the Slovenian public, with significant contributions from the media and advertisers. However, it is precisely the latter that has triggered NZS’s anger, as expressed in an open letter addressing the increasing number of “attempts at covert advertising by companies not associated with the national football team or the European Championship“.

Open Letter from the Football Association of Slovenia:

Dear media, sports public, and partners,

The Football Association of Slovenia (NZS) wishes to establish a clear position regarding the role and importance of sponsorship rights and investments by companies in Slovenian sports.

With this purpose in mind, NZS is sending a message to the public that without sponsorship rights and investments by companies in Slovenian sports, the successes of Slovenian athletes would not be possible. Investments create conditions for development, infrastructure, clubs, and youth selections, which are crucial for the sustainable growth of sports in our country.

It is fair and legitimate that companies supporting Slovenian sports over the years should reap the benefits of its achievements.

However, there are unfortunately also those who exploit the attention of the sports public without providing actual support to Slovenian sports. These practices not only undermine the efforts and honesty of genuine supporters but also severely damage the reputation and integrity of Slovenian sports. Therefore, NZS strongly urges the cessation of such unfair practices that jeopardize the long-term financing and development of sports in our country.

NZS thus firmly calls on everyone to immediately cease unjustified activities, advertising, and sales campaigns, not only related to football but especially not to use such practices in sports that are entirely dependent on the marketing of sponsorship rights for their operation. If all companies in the market were to behave like individual brands and representatives or sellers, and if the market allowed such practices, long-term funding in Slovenian sports would not be sustainable.

NZS thanks the partners of the men’s national team for their longstanding support, in both good and less successful times: Mercator d. o. o., Nova Ljubljanska Banka d. d., Petrol d. d., Pivovarna Laško Union, Telekom Slovenije d. d., and Zavarovalnica Triglav d.d.

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