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UEFA EURO 2020 could have been a flagship event in times of the Corona pandemic – but it was not. A column by Thomas Albinger, Managing Director of Munich-based Companeer GmbH.

If the image of a ship maneuvering through the waves of a pandemic, past cliffs and shoals, is applied to the events industry, UEFA EURO 2020 could have been a flagship. Some signals, however, were more like will-o’-the-wisps. UEFA’s message was: we’ll play in front of as many people as possible – and if you don’t like it, we’ll go somewhere else.

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