UEFA has agreed a multimillion pound sponsorship deal with Nissan for the Champions’ League up to season 2017-18.
The UEFA Champions League is one of the biggest tournaments European football teams will compete in and draws some of the biggest viewing and attendance figures in the world. It’s easy to see why major companies view it as a great sponsorship opportunity, a chance to spread awareness of their brands on one of the sporting world’s biggest stages.
From next season (2014-15), Japanese carmaker Nissan will be joining the ranks of corporate sponsors for the Champions League, after it was announced today that the firm has signed a multi-year deal to become an Official Partner right up to 2017-18. The agreement also includes the UEFA Super Cups from 2014 to 2017.
The value of the sponsorship deal has not yet been announced, but since the BBC reports that packages with other companies could be worth upwards of £45 million per season, it’s safe to say Nissan is making a big investment in UEFA. The company has said that this will represent its biggest ever sponsorship deal.
But for a manufacturer seeking to improve its position in Europe, where “sluggish” market conditions are believed to have taken their toll on sales, it makes sense to take a huge opportunity to get their brand associated with what will be one of the biggest talking points of each summer.
Not only will Nissan have “extensive” rights to matches, training sessions and the final, it will also enjoy representation at events and have rights to content, media and hospitality.
“Europe’s most prestigious football competition will be an important global platform for Nissan, and our aim is to show fans all over the world the excitement of both football and our cars,” says Roel de Vries, corporate vice-president and global head of marketing and communications at the carmaker.
“Both are created by amazing people who have a passion for what they do.”
Given that Nissan is also a sponsor of the 2016 Olympics in Rio de Janeiro, the Africa Cup of Nations, Canadian Football League, NCAA Football and even a couple of Olympic teams in the shape of Teams GB and Mexico, the company clearly understands the power of sport to communicate with people.
It will be hoping the Champions League will give it a platform to do the same.
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