UEFA (Union of European Football Associations)
Latest Features
Champions League strategy switch for two partners
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.
Santander extends move from F1 to football with UCL deal
Spanish banking group Santander has become an Official Sponsor of the Uefa Champions League for the three seasons from 2018-19 to 2020-21.
European women’s football: Interview with Peter Willems, head of marketing activities and sponsorship at Uefa
Heineken pays record fee for Uefa club competition rights
Premium beer group Heineken has extended its partnership with Uefa’s elite club competitions, through its Heineken and Amstel brands, in what is understood to be a record sponsorship fee for European football’s governing body.
Euro 2016 final generates $20.3m social media value
The Euro 2016 final between hosts France and the eventual champions Portugal delivered more than $20m (€18.4m) value for its sponsors across social media platforms, according to research carried out by London-based visual tracking and analytics start-up SnapRapid for Sports Sponsorship Insider.
New digital assets drive deals with Alipay, Expedia, Bookings.com – Uefa
Uefa weighs up partner programme for new OTT platform
Macron signs new referee kit partnership with Uefa
Liverpool, Spurs fans urge sponsors to forfeit Champions League final tickets
Features
Euro 2016 activation: Five things we learnt from Carlsberg’s campaign
At the invitation of Danish beer brand Carlsberg the Official Beer of Euro 2016 and its PR agency Fuse Sport + Entertainment, Sports Sponsorship Insider experienced the brand’s activation strategy first hand in the lead-up to the quarter-final game between France and Iceland at the Stade de France.
Interview with Richard Whitty, senior marketing manager for football at Carlsberg
Danish beer brand Carlsberg has been the Official Beer of the European Championships since 1988. Below, Richard Whitty, senior marketing manager for football at Carlsberg, explains its brand positioning as 'the beer of football' and the activation challenges for this year's tournament.
Hankook: Sports give premium push
Korean tyre company Hankook aims to increase brand awareness and brand image as a premium tyre supplier in Europe through sponsorship activities that are integral to the company’s marketing strategy in the region.
Euro 2016 big five hoover up 70% of top deal revenue
Countries from five of Europe’s six largest economies make up the top five most-valuable national team sponsorship programmes at Euro 2016, when measured by combined kit deal and main partner income.
Euro 2016: interview with Tyson Henly, international head of football, PRISM
With the European Championship in France set to dominate the sporting and sponsorship agenda for the next four weeks, Sports Sponsorship Insider asked Tyson Henly, international head of football at PRISM, the WPP-owned PR and sports marketing agency, about the activation and ROI prospects for the tournament's sponsors.
Orange signs up for 14-month Euro 2016 activation
European football's governing body, Uefa, has signed up French telecommunications operator Orange on a dedicated Euro 2016 Global Partner deal.
FedEx: Growth in Europe key to new deal
Courier company FedEx’s investment in the Uefa Europa League will support the brand’s targeted expansion in Europe and, in particular, the developing economies of Eastern Europe.
Uefa rises as Fifa falls
Europa League’s global footprint fits FedEx expansion
Logistics company FedEx’s investment in the main sponsorship of the Uefa Europa League is linked to the brand's acquisition strategy in the European market.
Sony doubles up for Champions League renewal
Consumer electronics manufacturer Sony has doubled its investment as an official sponsor of the Uefa Champions League as Uefa finalises its roster for the 2015-18 cycle.
Hublot: Strategy driven by football and F1
Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.
Western Union: Europa League provides testing ground for far-reaching brand
The global appeal of football is central to payment services company Western Union’s deal with the Uefa Europa League but the brand is considering refining its portfolio to reach more consumers in North America and Asia, Marc Audrit, vice president, global brand for Western Union told Sports Sponsorship Insider.
Sony PlayStation: The Champions League and other sponsorship opportunities
The Sony PlayStation gaming console brand has a limited sponsorship budget in Europe because of its Uefa Champions League commitment, but is open to additional regional or national sponsorship deals – even outside of its core areas of football and motorsports.
Uefa reaches new high for European Qualifiers revenue
Deals with sportswear company adidas and tyre maker Continental in February are understood to have taken Uefa to a new high in sponsorship revenue for the inaugural commercial cycle of its newly rebranded European Qualifiers, from 2014-15 to 2017-18.
Extra partners and board revamp to lift Uefa revenues [UPDATED]
Uefa hopes to make around 25 per cent more sponsorship revenue from its Champions League deals in the next cycle, 2015-16 to 2017-18, and also aims to increase Europa League sponsorship income, thanks to several new features in its sales strategy.
Turkish Airlines considers Uefa Champions League place
Turkish Airlines is weighing up a bid to become an Official Sponsor of the Uefa Champions League from the 2015-16 season, the start of the competition’s next three-year rights cycle.
Uefa: Europa ad board changes will lift revenues
Uefa said this week that its full centralisation of all the rights to the perimeter advertising around its Europa League games was a “win-win situation” for the governing body and for the competing clubs.
The power of not yet…
Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.
Epstein: Euro revenues to grow by 50 per cent
Uefa, the governing body of European football, expects to generate between €450m ($581m) and €500m in sponsorship revenue from the Euro 2016 finals, up more than 50 per cent on Euro 2012.