Global courier company FedEx has today (Friday) agreed a three-year deal to become the official main sponsor of the Uefa Europa League, in what is a new commercial designation for the secondary club competition of European football’s governing body.
FedEx’s sponsorship will commence in the 2015-16 season and run through to, and include, the Europa League final in 2018.
The firm will take over as the Europa League’s top sponsor from global payment services brand Western Union, which has served as the ‘presenting sponsor’ of the tournament under a three-year deal running from 2012-13 to the current 2014-15 season.
From the start of the 2015-16 Europa League season, Uefa is implementing a fully centralised marketing approach that includes use of static stadium boards from the group stage, and LED perimeter boards at all stadiums from the round of 16 onwards.
The announcement of a main sponsor reflects the advancements made to the commercial structure, which, alongside FedEx, will feature official sponsors and Adidas as the official supplier to the competition.
In addition to pitch-side visibility, ticketing and hospitality opportunities at all matches played throughout Europe, the agreement with FedEx also provides digital and social media content opportunities, and use of the Europa League brand assets, including the trophy. FedEx will also enjoy exclusive sponsorship rights to the Europa League final itself.
Guy-Laurent Epstein, marketing director of Uefa Events, said: “Embarking on this new era of the competition with a renowned global brand such as FedEx serves to recognise the advancements we have made to the competition through the new fully centralised commercial approach.
“FedEx has a long and established pedigree in sports sponsorship, and we are delighted to be welcoming them on board as main sponsor. With the Uefa Europa League continuing to go from strength to strength, having such a recognisable and established brand as FedEx as the main sponsor will only help to maintain the growth in popularity of the competition among fans, clubs and players globally.”
The 2014-15 Europa League final will see reigning champion Sevilla take on Dnipro Dnipropetrovsk in Warsaw on May 27. The two clubs sealed their places in the final yesterday (Thursday). Spanish Liga outfit Sevilla claimed a 5-0 aggregate win over Italian Serie A team Fiorentina, while Ukrainian Premier League club Dnipro also toppled a Serie A side, through a 2-1 aggregate win over Napoli.