By Bart De Muynck
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I have just watched my Belgian Red Devils, ranked third in the world, lose to the Slovak team ranked 48th, making this the biggest upset in the history of the UEFA European Championship according to the FIFA rankings, also known as the European Championship. Things didn’t go Belgium’s way, even as Lukaku scored two goals, which were then denied by the modern technology of the video assistant referee. The VAR is a modern marvel that acts as a technology-enabled system that helps referees make accurate decisions in football matches.
All of this made me wonder whether the euro supply chain is as difficult, if not more so, than winning the trophy. Hosted across Germany, the 2024 UEFA European Championship is not only a celebration of football but also a logistical marvel. Behind the cheers and objectives lies a complex supply chain that stretches across the continent and ensures the smooth running of this mega-event.
The supply chain started with the construction and renovation of 10 stadiums across Germany. This required sourcing materials from various European countries, coordinating transportation and managing a diverse workforce. The logistics of ensuring on-time delivery and quality control of construction materials posed a significant challenge. In addition to the infrastructure, the tournament’s merchandise plays a crucial role in generating revenue and fan engagement. However, the production of official jerseys, scarves and memorabilia involves a global supply chain with potential bottlenecks, such as the disruption caused by Houthi rebel attacks in the Red Sea.
Feeding the players, staff and hundreds of thousands of fans is no easy feat. The food and beverage supply chain must cater to diverse tastes and dietary needs while adhering to strict hygiene standards. Purchasing fresh produce, managing inventory and coordinating delivery across multiple locations requires meticulous planning and coordination. Merchandise production and food purchasing raise concerns about fair labor practices and working conditions in supplier facilities. Ensuring ethical sourcing and promoting fair trade are essential for a sustainable supply chain.
Transport is the backbone of the euro supply chain. Teams, officials and fans must travel efficiently between host cities. This includes coordinating flights, trains and buses, often across international borders. Ensuring smooth transportation while minimizing environmental impact is a major challenge as the Euro Cup contributes significantly to greenhouse gas emissions. This could worsen climate change and environmental degradation.
Waste management is another crucial aspect of the supply chain. With millions of spectators attending the matches, the tournament generates a huge amount of waste, including plastic bottles, food packaging and other disposable items. Implementing effective recycling and waste management strategies is critical to reducing environmental impact.
The organizers of the European Championship have taken steps to address these sustainability issues. Some stadiums are built or renovated with sustainable materials and energy-efficient technologies. UEFA is committed to supporting fair supply chains by ensuring fair labor practices and conditions in the production of goods. A human rights risk assessment is carried out to identify and address potential human rights violations in the supply chain. Efforts are also being made to promote public transport and reduce dependence on individual car transport for spectators. There are initiatives to minimize waste production, promote recycling and use compostable materials where possible.
Technology plays a crucial role in managing the Euro Cup’s complex supply chain. Advanced logistics software, GPS tracking and data analysis enable real-time monitoring of shipments, inventory levels and transport routes. This improves efficiency, reduces waste and ensures timely delivery of goods and services. Unfortunately, some of that technology did not play to Belgium’s advantage in the match against Slovakia on Monday.
Safety is another important consideration, especially given the high-profile nature of the event. The supply chain must be secured against potential disruptions, such as cyber attacks, theft or sabotage. Robust security measures, including screening of cargo, personnel and venues, are essential to securing the tournament.
The Euro 2024 supply chain is further proof of the power of collaboration. It involves numerous stakeholders, including governments, businesses, logistics providers and non-governmental organizations, working together to ensure a successful and sustainable event. But in the end, only one country can be the winner and lift that beloved Euro Trophy. I just hope it’s our Red Devils.
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About the author
Bart De Muynck is a thought leader in the sector with more than 30 years of experience in supply chain and logistics. He has worked for major international companies including EY, GE Capital, Penske Logistics and PepsiCo, as well as several technology companies. He also served as vice president of research at Gartner for eight years and, most recently, as chief industry officer at project44. He is a member of the Forbes Technology Council and the Executive Inner Circle of CSCMP.
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