Mastercard Extends Champions League Sponsorship
Mastercard has renewed its UEFA Champions League partnership, continuing a partnership that has been in place since 1994.
The new deal extends the long-running partnership for the 2021-24 cycle, and also includes sponsorship rights for the UEFA Super Cup from 2021-23.
“Longevity is instrumental in building successful partnerships, and we are delighted to extend our relationship with Mastercard, particularly at this difficult and uncertain time for fans and sports across the world,” said Guy-Laurent Epstein, Marketing Director, UEFA.
“Partnering with a global brand such as Mastercard presents many benefits and opportunities for UEFA and we are excited about continuing our excellent relationship over the coming years. As an industry-leading technology company, we look forward to further collaboration with Mastercard as the role of digital companies becomes increasingly important in building deeper connections with global audiences.”
As part of the deal, Mastercard will continue to offer children the opportunity to become Player Mascots at Champions League and Super Cup matches.
Initially, the brand says that will take place virtually due to coronavirus restrictions, as took place for the semi-finals of the Champions League in the summer, as well as the Super Cup before the start of the new season. In conjunction with the UEFA Foundation for Children, Mastercard offered young people suffering from life-threatening illnesses the opportunity to meet players virtually as they entered the stadium. The financial services brand will also activate its virtual player mascots at selected matches during the coming season, which kicks off this week.
Mark Barnett, president of Mastercard Europe, added: “We are very proud to renew our long-standing sponsorship of the UEFA Champions League.
“Key sporting events are a great way for us to directly connect fans across the world to their passion. As we enjoy our 27th year as an Official Sponsor, we are excited to witness new priceless moments in the UEFA Champions League for years to come.”
The news comes after fellow UEFA Champions League sponsor Heineken also renewed its deal for the 2021-24 cycle. Both deals were carried out by UEFA’s sponsorship rights agency TEAM Marketing AG.
