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Expedia books Champions League partnership

Travel booking company Expedia Group has agreed a deal to sponsor the Uefa Champions League club football competition.

Expedia will serve as the official travel partner of the Champions League for three seasons, from 2018-19 to 2020-21.

The group’s Brand Expedia and Hotels.com subsidiaries will front the agreement, which also provides sponsorship rights across the Super Cup, Youth League Finals and Futsal Champions League finals.

Guy-Laurent Epstein, Uefa Events marketing director, said: “Working with a data driven partner like Expedia Group offers exciting opportunities for us to explore as we look to expand our digital offering. As one of the world’s leading travel experts, Expedia Group’s experience in this field will be of huge benefit to Uefa and its partners, as we seek to grow the Uefa Champions League around the world.”

The deal completes the 2018-21 Champions League sponsorship sales process, with Expedia having joined banking group Santander as a new partner for this season.

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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.