Licensed products of the 2024 UEFA European Championship. [Photo/hangzhou.com.cn]

The launch ceremony for authorized merchandise in the Greater China region of the 2024 UEFA European Championship took place on the shores of Xianghu Lake in Xiaoshan district, Hangzhou on Dec 6.

The UEFA Euro 2024 is set to wow worldwide football fans next year.

Kayford, a brand management company based in Hangzhou, was the event's exclusive partner, presenting the public with the first-ever collection of official merchandise featuring the tournament's mascot, a teddy bear named Albart, symbolizing the power of friendship and unity.

The collection includes plush and figurine versions of Albart, keychains featuring the mascot and emblem, pillows, T-shirts representing multiple national teams, baseball caps, and more, totaling over 20 items. The items will soon be made available through online platforms such as Tmall, Douyin, Xiaohongshu, and Kuaishou to meet the demands of football enthusiasts.

Jiang Jiancheng from the Zhejiang Provincial Sports Department said that the flourishing sports industry in Zhejiang in recent years, coupled with the hosting of the UEFA Euro 2024 official merchandise launch event locally, reflects local enterprises' international outreach.

Licensed products of the 2024 UEFA European Championship. [Photo/hangzhou.com.cn]