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Following the official statement from UEFA Euro 2020 to postpone the tournament until 2021, we want to thank you for your interest in this competition and we will keep this page updated with news about moving the competition forward to 2021.

We always want to ensure advertising is as entertaining and as relevant as it can be. This competition is a small step to help make that happen. System 1 is the perfect research partner for ITV as we begin our search for the brand that has the ambition, vision, and ultimately creativity to produce an advert that will be at the forefront of one of 2020’s largest live sporting event greatest cultural moments. Kate Waters, Director of Client Strategy and Planning ITV, ITV Commercial

As the countdown begins for the nation's favourite sporting event, UEFA Euro 2020, ITV Commercial today announces an exciting new partnership with System1 as they officially launch the first phase in their competition that will see one advertiser scoop a free TV ad spot in the UEFA Euro 2020 final. 

System1, an independent specialist ad testing agency, will work with ITV to measure each ad’s level of emotional engagement using their star rating system. Their approach is based on the work of psychologist Paul Ekman and has been validated using the IPA’s effectiveness award winners to link emotional engagement to long term effectiveness. The agency has worked with some of the UK’s best-known brands, such as John Lewis and Co-op. 

Advertisers, media agencies and creative agencies can register their interest via www.itvmedia.co.uk/euro-2020 from 1st February. The final deadline for entries will be 26th June, with the winner announced by 10th July, ahead of the UEFA Euro 2020 final on 12th July. The winning ad is asked to be contextually relevant to the Euros themselves. 

Euro 2020 is a golden opportunity for brands to score with the public - but our research shows half the ads on TV leave them flat. Effective ads don't just give people a lift, they benefit the bottom line. We're over the moon to be helping ITV reward effectiveness, new ideas and enthusiasm with this competition. It's a chance for creative brands to showcase their work on one of the most coveted stages in UK advertising. May the biggest feelings win! Jon Evans, CMO at System1

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