The company spoke about this new hashtag page:
To bring fans closer to this conversation as it unfolds during the final stages of the Euros, Twitter will have a special page located at twitter.com/#Euro2012. You’ll find the best and most relevant Tweets from commentators, broadcasters, journalists, players, former players and lots more who share their thoughts, expertise and emotional reactions as they’re watching the games.
The first hashtag brand page was dedicated to NASCAR. It is good to see Twitter launching event based pages to bring live action updates on their platform.