UEFA unveil teddy bear mascot for Euro 2024 as they launch campaign to get children active

The mascot for Euro 2024 has been revealed – with officials unveiling a teddy bear who they hope will help children get active ahead of next year’s tournament in Germany.

With just under a year until the Euros kick off, organisers have decided to show off the friendly design of a classic child’s teddy bear toy – said to have originated in Germany – alongside a campaign to get kids playing more football. 

The unveiling of the bear comes after hugely negative reception to the Qatar World Cup mascot La‘eeb last year, with fans comparing it to a ghost. 

However, the design for next year’s Euro mascot has been generally well-received on social media and fans have delighted in UEFA inviting children to name the bear. There are four choices – all a play on words from the German word ‘bar’ – meaning bear: Albart, Barnardo, Barnheart and Herzi von Bar.

The tournament will kick off on June 14 2024 in Munich and run until the final on July 14 in Berlin. 

UEFA has unveiled its mascot for Euro 2024 – showing off a teddy bear design to help get kids active ahead of the tournament

The competition will kick off in Munich on June 14 2024 before ending in Berlin on July 14

The campaign will encourage youngster to #MakeMoves, with the mascot set to make its journey around schools in the country. Kids will be asked to show off their own football skills and celebrations – with motion capture being used to turn those into mascot animations for the tournament.

The bear has already visited a school in Gelsenkirchen and is set to be shown off to fans at Germany’s clash against Colombia on Tuesday night. 

Germany legend Philipp Lahm – who is a tournament chief for next summer’s Euros in his home country, said the mascot would ‘stimulate children’s imagination’ and help them enjoy playing football. 

‘Football sparks an incredible power that promotes teamwork, perseverance and a healthy, active lifestyle, all while having fun. As a parent, I know how important it is to stimulate children’s imagination. 

‘With the launch of our tournament mascot, we hope to create a fun and likeable character that will inspire them to enjoy playing football.

‘Especially in today’s digital age, it is important to go where our youth spend a lot of their time and offer them added value. 

Some of the biggest names in world football – including Kylian Mbappe – could be gracing the tournament

‘That is football, the motion and thrill of being on the pitch, the team spirit and cohesion in the team, as well as the joy of improving skills and developing creativity with the ball. This is what the UEFA EURO 2024 tournament mascot will encourage.’

Euro 2024 director Celia Sasic believes the teddy will send a powerful message that football can inspire a generation to live an active lifestyle.

‘Football unites and creates a great sense of community. You can’t lay the foundations for motion, playfulness and team spirit early enough. 

‘It’s great to see UEFA inspiring the next generation to build self-confidence, live an active lifestyle and understand the importance team spirit – all important life lessons that will shape their future. This mascot will deliver that powerful message.’ 

Teams are still in qualifying for the competition, with a handful of sides hoping to spring a shock by securing a ticket to Germany. There will be 24 teams competing alongside the hosts – with three teams qualifying through the play-offs.

England are currently top of their group with four wins from the first four games – while Scotland are the shock leaders of their group with three wins from three.