LAUSANNE, Switzerland – 13 March 2018 – BCW Sports practice, the sports unit of the global advisory firm Burson-Marsteller, has been appointed by the German Football Association (DFB) to provide international strategy and communication services for the German bid to host the UEFA European Championships in 2024. The services will be provided over the coming eight months in the lead up to the decision by the UEFA Executive Committee scheduled for late September.

To support the German EURO 2024 bid team, services will be managed by the BCW Sports practice team in Lausanne Switzerland with the support of Burson-Marsteller offices across Europe. The German Football Association will benefit from BCW Sports practice’s extensive experience and successful track record in similar campaigns from both European Championships and World Championships in a wide range of sports over the past ten years.

Lars Haue-Pedersen, Managing Director at BCW Sports practice said “We are very excited about this appointment. We are especially proud to have been selected following a transparent process which complied with the good governance of the DFB. Germany has long been seen as a leader in European football, we look forward to providing positive added value to the team and enhancing their EURO 2024 campaign.”

Markus Stenger, Head of the German Football Association’s EURO 2024 Bid Team added, “The campaign for hosting the 2024 EURO in Germany is a top priority for the German Football Association. We want to make sure that we have the right expertise and skills to complement our work, and with BCW Sports practice we now have a full team that is ready to unite European football.”

About BCW Sports practice
BCW Sports practice is the sports unit of global advisory firm Burson-Marsteller. Based in Lausanne, Switzerland – the home of international sport – BCW Sports practice works closely with 2’500 colleagues in the worldwide Burson-Marsteller network operating in 110 countries across six continents. BCW Sports practice provides services in communication and strategy to national and international sports organisations as well as regional and national governments. Burson-Marsteller is a subsidiary of WPP (NYSE listing: WPP), the world’s leader in communications services. For more information please visit


Tanya Heimlich-Ng Yuen, Director, BCW Sports practice or +41 21 313 23 00

Stephan Brause, Head of Public Relations, German Football Association or +49 69 6788-472