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Enterprise launches new Europa League campaign

Car rental company Enterprise Rent-A-Car has launched a ‘Legendary Journeys’ campaign to coincide with the start of its second term as a sponsor of club football competition the Uefa Europa League.

Enterprise renewed its sponsorship of the Europa League in February and will continue to serve as an official partner of the competition for a further three years, until the end of the 2020-21 season.

Enterprise began sponsoring the tournament at the start of the 2015-16 season. Since then, the company has launched pan-European and individual marketing promotions relating to the competition.

Legendary Journeys aims to allow football fans to introduce top players to the experience of their journey to the game. Enterprise has signed up former stars Robert Pires, Michael Ballack (pictured) and Freddie Kanoute for the campaign.

The initiative will see four fans selected from across Europe and given the chance to take one of the former players on a journey from their home to the stadium, visiting the location and people they typically encounter on the way.

The chosen fans will also receive a VIP Match Day Experience for them and a friend at a Europa League match, which includes a pitch side tour before the game, VIP hospitality and a seat at the post-match press conference with both managers.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.