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Euro 2016: Sponsors' Jamboree

June 10th, 2016

Episode 545 of 643 episodes

With the launch of Euro 2016 today, we talk all things footie - specifically the marketing jamboree the European soccer tournament represents. Half a billion dollars is being given to Uefa just for the exclusive sponsorship rights. But if the fans still can't remember who the companies are, is this really money well-spent? We speak to a couple of football sponsorship experts, Mark Middlemas of British online marketing firm RadiumOne, and Kevin Roberts, the editorial director of Sportbusiness International Group PLC. Also, we speak to veteran investigative journalist, Jane Mayer, author of "Dark Money: The Hidden History of the Billionaires Behind the Rise of the Radical Right". She claims that in this presidential election year, there's a secretive billionaires' club that's already controlling a considerable slice of the US political debate. (Picture: Euro 2016 match ball in the Stade de France in Paris; credit: Clive Mason/Getty Images)