Uefa

The Uefa Europa League and Uefa Conference League are likely to have a new betting sponsor next season after Bwin, Uefa's first-ever major betting sponsor, decided not to extend its global sponsorship covering the two competitions, SportBusiness can reveal.

Qatar's flag carrier maintains status as the official airline partner of Uefa's men's national team competitions.

Chinese brands currently account for around 25 to 27 per cent of the sponsorship revenue so far committed to Uefa’s men’s national team football sponsorship programme over the eight years from 2022 to 2030.

The Two Circles agency has been identified as the winning bidder for global broadcast and sponsorship rights to the Uefa Women’s Champions League, SportBusiness understands.

Uefa has opted to canvass the agency market again for global commercial rights sales to its flagship club competitions in a request for proposal process inviting bids over three or six seasons.

SportBusiness Sponsorship speaks to PepsiCo marketing executives Adam Warner, Ciara Dilley and Mark Kirkham about the company's sponsorship deals with the Uefa Champions League, EA Sports FC and Wrexham AFC.

Uefa has named Hisense as the official screen sponsor for video-assisted referees (VAR) at this summer’s European Championship, marking the first time it has commercialised this inventory.

Axa, the insurance company, is broadening its commitment to women's football, becoming an official partner of the Uefa Women’s Euro 2025 in Switzerland.

Hankook Tire will continue to draw the benefits of promoting both its main brand and subsidiary Laufenn through its renewed sponsorship of Uefa's Europa League and Europa Conference League.

Chinese automotive powerhouse BYD will use its sponsorship of this summer’s Uefa men’s Euro tournament to support the launch of several new energy vehicle models as it seeks to carve out a 5 per-cent share of EV sales in Europe.

AIM Sport has secured the contract to deliver virtual advertising services and pitch-side LED boards for the upcoming Euro 2024 tournament in Germany, enabling Uefa to provide additional exposure to both global and national sponsors of the event.

Two months after launching a general tender for sponsorship rights to its women's football properties, Uefa today announced a separate bidding process for prospective apparel and match ball suppliers.

Uefa is targeting €750m per season in sponsorship and licensing income from its three men’s club competitions from 2024-25 to 2026-27 in what would be a 39.2-per-cent-increase on the average of €538.7m per season generated in the current cycle.

Uefa has added another Chinese brand to its sponsorship portfolio after agreeing a deal for online retail marketplace AliExpress to become an official partner of Euro 2024.

Consumers see Just Eat Takeaway.com as “significantly more prestigious, culturally relevant and exciting” as a result of its sponsorship deals with the Uefa Champions League, Europa League and Conference League, according to Marijn Luchtman, global head of sponsorships for the brand.