The sponsorship deal was agreed between Uefa and the Hyundai Motor Company, and extends a partnership that began with Euro 2000.

The Hyundai-Kia brands become 'EUROTOP' partners of Uefa until 2017, meaning they will also sponsor other events including the European Under-21 Championship in 2011, 2013, 2015 and 2017, the Women's European Football Championship in 2013 and 2017, and the European Futsal Championship in 2012, 2014 and 2016.

Hyundai will have broadcast sponsorship rights in Europe, the rights to activate marketing and promotional campaigns around the events, and will provide a fleet of vehicles for use at events, as it did at Euro 2004 and Euro 2008.