UEFA EURO 2024 - The soccer world as a guest in Hamburg

From the 14th of June to the 14th of July, the Men's European Football Championship will be held for the first time in the reunited Federal Republic of Germany. Hamburg is hosting the world-class competition alongside nine other host cities. The prestigious Volksparkstadion will be the venue for four group stage matches and one quarter-final. Hamburg already provided the first highlight of the UEFA EURO 2024 last year: On the 2nd of December, 2023, the iconic Elbphilharmonie hosted the Final Draw - the group stage draw of the European Championship. However, it was not just the draw in the main hall with numerous world-famous football stars that created a European Championship setting. To coincide with the draw, Hamburg Marketing GmbH created a visually captivating scenario in Hamburg's symbolic harbour.

24 containers, artistically painted with the flags of the participating countries, were stacked by over 100 port workers and 12 reach stackers into six group blocks in real time and parallel to the draw in the Elbphilharmonie. The spectacle was broadcast live on the UEFA stream, and the impressive images quickly spread in the national and international press as well as on social media. In this way, Hamburg Marketing GmbH has succeeded in creating an image that radiates anticipation, enthusiasm and hospitality like no other, placing the Elbe metropolis firmly on the football map. As the newspaper “Die Welt” aptly put it: "Unlike the German national team, the draw ceremony sparks excitement for the European Football Championship".


The container installation, serving as a Hanseatic greeting to Europe, marked the beginning of the marketing and communication campaign "Hamburg. Great Things Start Here" by Hamburg Marketing GmbH. The campaign aims to leverage UEFA EURO 2024 to enhance the visibility and image of Hamburg, including image campaigns in selected international markets, eye-catching presentations during the tournament, and marketing and media support for the Fan Zone, the football celebration at the Heiligengeistfeld.


Overview of UEFA EURO 2024 in Hamburg:

  • Five matches at the Volksparkstadion in front of 50,000 spectators.
  • Nations playing at the Volksparkstadion Hamburg: Netherlands, Croatia, Albania, Czech Republic (2x), Turkey, Playoff Winner A, and Playoff Winner C.
  • Group stage matches: 16th, 19th, 22nd, and 26th of June 2024.
  • Quarter-final match: 5th of July 2024.
  • 1600 volunteers involved (1000 in the stadium, 600 in the city).
  • Fan Zone at the Heiligengeistfeld.
  • Host City Ambassador: Patrick "Coach" Esume, Commissioner European Football League.



Bettina Berger

Project Manager EURO 2024 Team

Tel: +49 40 41 11 10 - 635

E-Mail: bettina.berger@marketing.hamburg.de