The council's external relations team, which handles marketing and strategic PR, is now co-ordinating with UEFA and the football body's comms agency, Switzerland-based Team Marketing, to host events to exploit PR opportunities.
A media centre has been set up and event sponsors Ford, Sony, Mastercard and Amstel are liaising with the council to sponsor events. Retailers are being urged to ensure they exploit the event.
Gordon Ritchie, the council's external relations manager, said: 'This is a major sporting event with an estimated 15 to 20 per cent of the world's TV audience watching. There's huge potential.'
