Borås loses Under-21 European Football Championships because of Sponsorship Conflict

Borås won’t be hosting any matches in the Under-21 European football championships for 2009, because fast food restaurant MAX has refused to bow in to pressure from the McDonald’s sponsored UEFA football association to close down completely during match days.

Discussions have been going on all spring and finally reached their close on Monday. MAX had suggested to close down three hours before, during, and one hour after matches on match day but their offer was turned down by UEFA, who demanded total closure for four match days.

As a last resort MAX asked Borås inhabitants to vote in an online poll to which 22000 locals replied, with 93% in favour of Max restaurant staying open.

As a result, Max has decided to continue serving up burgers, but Borås won’t be hosting any matches. It remains to be seen where those matches will now be held, but it is unlikely they will be too far away from a hamburger restaurant.

The other matches being held in Malmö, Gothenburg and Helsingborg will go ahead as planned.

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