Ford To End 20 Year Champions League Partnership

Ford has announced that it is set to end its sponsorship of the Champions League at the end of the current campaign, after backing the European competition for more than two decades.

The U.S. automaker’s partnership with the football competition dates back to the 1992/93 season, but UEFA has now confirmed on its website that the deal will now conclude with the final in Lisbon in May.

‘Now is the right time for Ford to move in a new direction as we accelerate new product launches in Europe, with more than 25 new vehicles coming over the next five years,’ said Stephen Odell, president of Ford Europe.

Ford – who agreed a deal to become the official automotive partner of Glasgow 2014 in November – has been faced with a shrinking market in Europe in recent years following the financial crisis. 

Last year Heineken renewed its Champions League sponsorship in a deal that runs until 2018.