Port of Hamburg sets stage for UEFA Euro 2024

8 December 2023
Container installation set up parallel to final draw in Elbphilharmonie as "Hamburg. Great Things Start Here" campaign launches

Employees of the HHLA subsidiary UNIKAI recreated the group stage draw for the UEFA Euro 2024 in real time with 24 20-foot containers at the northern tip of the O'Swaldkai multi-purpose terminal. Each of the six, twelve-meter towers of four country flag containers represents a group of the UEFA Euro 2024. The installation opposite the Elbphilharmonie began simultaneous to the final draw on Saturday (December 2, 2023). The container installation will remain in place until December 17, 2023. A miniature version  is on show in Miniaturwunderland.

Installation launches EURO 2024 campaign

"Hamburg is kicking off EURO 2024," said Julia Brinker, Managing Director of Jung von Matt Sports. "The final draw was the perfect moment to present Hamburg as a host city and to link it with the final draw in a unique way." The containers are like the figurehead of an international marketing campaign under the theme of "Hamburg. Great Things Start Here" developed by Jung von Matt Sports and Segmenta Communications for Hamburg Marketing GmbH. "This impressive campaign has shown what is possible in Hamburg and how much the city is looking forward to EURO 2024," said Dr Rolf Strittmatter, CEO of Hamburg Marketing GmbH.

Hamburg as host 

Germany is hosting the European Football Championship with 24 competing nations from June 14 to July 14, 2024. Five matches will be played at Hamburg's Volksparkstadion in front of 50,000 spectators respectively. The Czech Republic, Croatia, Albania and Turkey will contest the first round matches there. The quarter-final match on July 5, 2024 will also be played in Hamburg. 


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