The dark undercurrent of social problems in Poland and Ukraine, hosts of UEFA's Euro 2012 football tournament, is making advertisers and sponsors anxious.


The gathering clouds of racism and anti-semitism are a major concern here in Britain, with fans and players' families encouraged to stay at home and avoid Poland and Ukraine in the the light of BBC's screening of their Panorama documentary the weekend before the tournament's start.

The documentary, which you see here, showed several local fans making chilling Nazi gestures and singing anti-semitic songs as well as particular "chants" aimed at black players - as well as displays of violence inside stadiums.

"There is no question we are worried about this tournament more than any other," said Piara Powar, director of Football Against Racism in Europe in Warsaw last week.

In the wake of the documentary, debate has raged as to what action, if any, individuals and organisations to take, with UEFA's president Michel Platini thus far unmoved by the threat.

"This is a problem for society, not just for football, and I am not the president of society," he said.

Italy's outspoken striker Mario Balotelli (who is of Ghanaian heritage) had last week suggested that he would leave the field should he become a target of racial abuse, and even threatened to "kill" anyone that attacked him in public. Reports suggest that several Spanish fans aimed chants at the player, with similar incidents at the Netherlands' training session last week and during the Russia-Czech Republic match on the opening night.

This showpiece tournament is under serious threat to be marred by these problems, and whilst thus far fans in the towns and cities have remained incident-free and describing their experience as warm and welcoming, the very spectre of violence and UEFA's dismissive attitude towards the subject has led to something of media storm. From a marketing perspective, companies are sitting tight and hoping that the tournament does not veer into a horror-show which could severely damage their brands.

Nigel Currie, director of sports marketing agency brandRapport, said: "This is obviously a concern for brands. It goes without saying they don't want any sort of controversy or nastiness, or anything that detracts from the game."

Global brands such as McDonalds, Carslberg, Adidas, Hyundai-Kia and more do not want to be associated with the tournament should things turn sour, with their names all over billboards and stadiums broadcast live across the world.

Carlsberg's Marketing VP Khalil Younes said: "I'm aware of the debates that have been taking place and we fully support UEFA's stance on it,and I believe that it's important to bring about debate over these kinds of issues. If the Euros weren't being held here we wouldn't be talking about it, and UEFA's message is to stop this from happening in football around the world.

"We fully trust UEFA to deal with these issues in the appropriate way and make the tournament an enjoyable one for everyone."

Many have called for these global names to be a leading light and withdraw from the tournament, a dramatic and powerful statement on their stance towards the dismissive acceptance of racism.

Dutch captain Marc van Bommel sums up the feeling.

"It is a real disgrace especially after getting back from Auschwitz (the Dutch squad had earlier visited the concentration camp) that you are confronted with this.

"You need to open your ears. If you did hear it, and don't want to hear it, that is even worse."

Brands like Carlsberg will be praying that the tournament passes without further incident - lest Euro 2012 of Poland and Ukraine goes down in history for all the wrong reasons.