As well as reinforcing and increasing awareness of the brand values of UEFA and the UEFA European Football Championship, the prime objective when negotiating the sale of media rights is to maximize the distribution and visibility of tournaments. This has been achieved at UEFA EURO 2012 with partners providing a depth of multimedia coverage. They are able to activate a broad portfolio of rights exploited across all media platforms including television - both free-to-air and pay TV - internet and mobile on a linear and on-demand basis. This platform-neutral approach will ensure maximum exposure for the tournament in Poland and Ukraine while at the same time providing broadcast partners with increased value and flexibility with their programming.

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Distribution of tournaments, activate rights, on a linear and on-demand basis, platform-neutral approach, ensure maximum exposure, provide with increased value and flexibility with their programming.