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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.

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.

Soft drinks manufacturer Coca-Cola has today been announced as an Official Sponsor of the 2020 Uefa European Championships

Fifa has been approached by several companies wishing to sponsor the VAR breaks at the Qatar World Cup in 2022, according to a report in today’s Financial Times.

Nike has agreed a deal with Uefa to serve as the Official Match Ball Supplier to women’s football tournaments organised by the sport’s European governing body.

European football’s governing body Uefa has launched a bidding process for national sponsorship packages for Euro 2020, adding that it will soon announce the final Global Partner for its national team s…


Enterprise’s ‘Legendary Journeys’ ran throughout the 2018-19 Uefa Europa League, driving awareness via content by a trio of football ambassadors.

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.

Between January and July 2019, Kia activated its Uefa Europa League rights with a cause-led initiative that collected unwanted football boots from European fans and donated them to refugees in Jordan.

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

Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.

US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.

Visa decided to sponsor women’s football in Europe and the men’s African Cup of Nations because it was pursuing “targeted opportunities” among women and mobile payment adopters respectively. In

Payment services brand Visa is paying Uefa, European football’s governing body, an average of more than €2.5m ($2.8m)

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

PROJECT DETAILS Sponsorship title: Uefa Champions League Trophy Tour presented by Heineken Duration of sponsorship: Uefa Champions League Exclusive Beer Sponsor since 2005 Entered by: Edelman

France-based human resources company Proman will use its national sponsor position at Euro 2016 to create business relationships with other tournament sponsors.

Airline Emirates is understood to be in talks with another football property after the company announced it would end its relationship with Fifa at the end of 2014.

Guy-Laurent Epstein, marketing director of Uefa Events, believes that the federation is on course to hit its projected revenue target for sponsorship rights connected with Euro 2016, despite the current shortfall of three Global Partners.

French lottery operator Française des Jeux (FDJ) signed a deal with Uefa’s to become a National Sponsor of Euro 2016 in France.

Financial services company UniCredit is in talks to renew its partnership with the Uefa Champions League for the 2015-16 to 2017-18 cycle, after a strong return on investment from its current deal.

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.

UK asset management firm Threadneedle Investments decided to upgrade to a global position in triathlon, having trialled the sport as a local partner of the PruHealth London Triathlon, last year’s ITU World Series Grand Final.

Sponsorship has proven a “flexible instrument” to financial services company UniCredit that has supported brand building and will provide a platform for future business related objectives, Daniele Penna, head of strategic sponsorships at UniCredit Group told Sports Sponsorship Insider.

Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.