By Andrew Warshaw
September 13 – The Europa League, which kicks off next week with its strongest ever field, is to be sponsored for the next three years by Western Union in one of football’s most innovative and original partnerships.
Under the so-called PASS initiative, every successful pass, from the group stages to the final, will be turned into funds to support education needs for students in 11 handpicked countries.
“Moving money for better is at the heart of what we do, and education is one of the main reasons our customers send money,” said Hikmet Ersek, Western Union President and chief executive.
“Through PASS, we intend to harness the power of football to build awareness of this challenge as well as deliver on-the-ground support that will make a difference to young people and their communities.”
The passes into classes initiative is being fronted by former French international Patrick Vieira (pictured top), one of the most recognised faces in world football and currently Manchester City’s football development executive.
“Football was my ticket to success, but for the vast majority of young people education is the key that allows them to become whatever they want to be,” said Vieira, who was born in Senegal.
“This campaign will benefit students, teachers and schools across the world, particularly in places that need it most.”
Football may all too frequently be used as a tool to increase brand awareness but Western Union, used by millions of people to wire money from one country to another, insists it is not in it for purely profit-making reasons.
“In the world we live in today, just saying is no longer enough,” Marc Audrit, who heads up the company’s sponsorship division, told insideworldfootball.
“What we want to do is deliver a ‘do’ brand.
“We want to engage with our global audience via something they are interested in – but, crucially, in a different way.
“Just giving away tickets is not enough.”
The Europa League may be regarded in some quarters as the poorer sister of the Champions League but Western Union quickly identified its potential.
“The way the competition is framed is far more inclusive than the Champions League,” said Audrit.
“It ticked so many boxes for us.”
David Taylor, chief executive of UEFA Events SA, the organisation’s marketing arm, added: “Last season players representing 113 different countries were involved in the UEFA Europa League.
“Through Western Union’s PASS initiative, some of those players will be able to give something back to their hometown communities beyond simply the excitement and entertainment they create on the pitch.”
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