欧足联的一些事件如下。2008年，克罗地亚足协被欧足联罚款1万英镑(Manzenreiter and Spitaler, 2013)。2011年9月，保加利亚因球迷的种族主义行为被罚款34203英镑。2012年4月，曼城球员马里奥·巴洛特利(Mario Balotelli)受到葡萄牙球迷的热议。欧足联在对波尔图进行了长时间的罚款之后。2012年6月，俄罗斯和西班牙因对巴洛特利的种族主义行为分别被罚款24203英镑和16137英镑。2012年，在白鹿巷对阵托特纳姆热刺的比赛中，拉齐奥因球迷行为不当被欧足联罚款3.25万英镑。2013年4月，乌克兰俱乐部在巴黎圣日耳曼和波尔多被判煽动种族主义。2013年1月，AC米兰中场凯文·普林斯-博阿滕(Kevin Prince-Boateng)在一场友谊赛中听到种族主义口号，带领球队离场(de Vlieger, 2016)。欧足联在这场比赛中并没有采取足够的行动来反对或干涉裁判权问题。这些是已经报道的一些问题。在这项运动中还有更多的种族歧视案例，阻碍了这项运动的品牌形象。足球是一项具有广泛吸引力的运动。这使得来自不同背景的人都参与到游戏中来。但有些人被边缘化了。欧足联已经解决了这个问题。
种族主义的问题在这些比赛中很明显，欧足联因为没有对相关人员采取适当的行动而受到了普遍的批评。欧洲足球协会联盟(UEFA Europa league)是欧洲足联(UEFA)自1971年成立的一个足球协会俱乐部。俱乐部应该有资格参加联赛。人们普遍关注的问题是，为什么这些种族主义口号在近年来如此盛行，为什么足球俱乐部没有采取足够措施彻底消除这些口号。反种族主义运动的信息并不复杂。这是一个简单的包容行为(Winner, 2013)。但由于恐同、恐怖主义、民族主义、保护主义和性取向的差异，导致主流游戏被系统性地排斥在外。当欧足联想要改变这个问题时，他们需要从根本上重新审视种族主义的根源。但种族主义的问题在于，他们以多种形式表现出来，并创造了一个排他的意识形态(Law, 2014)。
The issue of racism and its handling by the UEFA has been probed in this analysis. Racism in association football is the abuse of the players or the official team for their ethnicity or diversity. This problem is pronounced in the teams of Europe and Russia.
UEFA has to ensure that the ethical mandates of the games are preserved for the long term message of inclusiveness without alienating its fan base. The UEFA body serves as a paradigm of how an international body would react to racism. UEFA had adopted a stance of no racism policy. The ways in which they have tried to control racism impact during the game has been explained in the following.
In this case study there will be discussion of the different methods used by the UEFA to handle the issue of racism by utilizing the marketing principles.
Racism in Association football: UEFA
Some of the incidents in the UEFA are as follows. In 2008, Croatian Federation was fined £10000 by the UEFA (Manzenreiter and Spitaler, 2013). In September 2011, Bulgaria was fined £34,203 for the racist conduct of the fans. In April 2012, Manchester City player Mario Balotelli was subjected to chats from the Portuguese fans. UEFA after a long haul fined Porto. In June 2012, Russia and Spain was fined £24,203 and Spain £16,137 respectively for the racism conduct against Balotelli. In 2012, during the Tottenham Hotspur at White Hart Lane game Lazio was fined £32,500 by UEFA for improper conduct of the supporters. In April 2013, Ukraine club was found guilty of inciting racism by its supporters during the Paris Saint-Germain and Bordeaux. In January 2013 AC Milan Midfielder Kevin Prince-Boateng, led his team out of the game while hearing racist chants during a friendly game (de Vlieger, 2016). UEFA did not take considerable action against or intervention during this game citing jurisdiction issues. These are some of the issues that have been reported. There are many more cases of racism in this sport that has impeded the brand image of the game. Football is a sport that has appeal across the spectrum. This has caused people from diverse background to take part in the game. But some people are marginalized. This issue has been tackled by the UEFA.
Issue of UEFA handling racism
The issue of racism is pronounced in these games and the UEFA was generally critiqued for taking not proper action against the people involved. The UEFA Europa league is an association football club that has been organized by UEFA since 1971. The clubs should be qualified to play in the league matched. The general issue that has been citied is why these racism chants are prevalent in the current years and why the football club has not done enough to eliminate it completely. The message of an anti-racism campaign is not complex phenomenon. It is a simple act of inclusiveness (Winner, 2013). But owing to homophobia, terrorism, nationalism, protectionism and difference in sexual orientation has led to systemic exclusion of people in the mainstream games. When UEFA wants to bring a change in this issue they need to fundamentally revisit the roots of the racism. But the issue with racism is that they manifest it in several forms and creates an exclusionary ideology (Law, 2014).