UEFA Champions League

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For the 2020 Champions League’s return in August, Uefa partner Mastercard created a best practice example of how sponsors could switch physical experiences for virtual activations amid the pandemic.

For the final stages of the 2020 Uefa Champions League, with matches played behind closed doors after the tournament’s pandemic-enforced shutdown, Hotels.com activated around the idea of watching the match from somewhere special.

Uefa partner Santander brought the excitement of the 2020 Champions League Final in Lisbon to the world through an enhanced edition of its ‘Santander Media House’

Gazprom’s December 2019 mini-documentary leveraged its sponsorships with Zenit and Uefa to take football fans behind the scenes of the club.

Sony Playstation tied the Champions League to football gaming via a campaign that culminated with ‘The PlayStation FC Final’, a match played in the same stadium as the 2018-19 final one day later.

Uefa, European football’s governing body, is yet to finalise sponsorship plans for its newly-launched OTT platform, Uefa.t

Italian sportswear brand Macron has signed a new referee kit partnership with Uefa. Under the deal, Macron will provide referee uniforms for all Uefa competitions for the next three years, until 2022

The growing strength of “power brands” Nike and adidas is driving projected rights fee increases at Liverpool, Paris Saint-Germain and Real Madrid, an industry expert has said.

Income from commercial operations has become the most important revenue source for the top European football clubs in eight leagues, according to a new report by KPMG’s Football Benchmark team.

Features

For its first final as a Uefa Champions League sponsor, in 2019, Santander decided to become the ‘unofficial host’ via an array of on-the-ground activations in its home city of Madrid.

At the 2018-19 Uefa Champions League final, Pepsi leveraged its rights as presenting partner of the Opening Ceremony through a campaign centred on a concert by Imagine Dragons.

Around the 2018-19 Champions League final, Hotels.com created a UK-focused add-on to its activation programme that took a small group of influencers to Madrid.

Heineken’s 2017-18 Champions League activation used immersive and experiential content to inspire influencers, fans and media to engage with the drama of the competition.

Sony boosted the profile of its Xperia smartphones via its 2017-18 Uefa Champions League sponsorship that featured a Gogglebox-style activation called #ChampionsSofa.

Dutch beer company Heineken has acquired the rights to Uefa’s three club competitions in the next cycle and global rights to next summer’s Euro 2020.

Italian sportswear brand Kappa will pay between €5m ($5.6m) and €6m per season as the new kit supplier at French club AS Monaco, according to industry sources.

Expedia becomes Official Travel Partner of the Champions League for next three seasons The deal will be used as a platform for the Expedia and Hotels

Despite an anticipated 35-per-cent uplift in the value of its Champions League and Europa League commercial revenue from 2018-19 to 2020-21, two brands will pay less for their rights in the next cycle.

Spanish banking group Santander has become an Official Sponsor of the Uefa Champions League for the three seasons from 2018-19 to 2020-21.

Clubs in the 2013-14 Uefa Champions League, Europe’s premier continental football competition, generated around €640m ($878m) from shirt sponsorships and kit supplier deals during the season.