March 22 – UEFA has agreed a landmark sponsorship deal covering a bulk of its flagship men’s and women’s competitions with Just Eat Takeaway.com, adding to its already agreed Official Food Delivery Partner sponsorship of this summer’s Euro 2020 competition.
The new men’s competition sponsorships will run from 2021 until 2024 and include the Champions League, Europa League and the newly created Europa Conference League. Also in the package are the Super Cup, the Futsal Champions League and the UEFA Youth League.
“This latest deal to partner with 11 UEFA competitions, including the UEFA Champions League, the UEFA Europa League and Europa Conference League and all women’s competitions, shows their commitment to supporting all levels of football across Europe,”said Guy-Laurent Epstein (pictured left), UEFA marketing director.
UEFA, who have split the marketing of its men’s and women’s competition properties, nevertheless secured Just Eat Takeaway.com as a UEFA Women’s Football partner. This coves sponsorship rights for the Women’s Champions League and the Women’s EURO, as well as the UEFA Women’s Futsal EURO and the UEFA European Women’s Under-19 and U17 Championships.
The four-year deal with to support women’s football across all age groups, runs through to mid-2025 and includes partnership with UEFA’s Together #WePlayStrong programme, which is aimed at encouraging more girls and women to play football.
“The 2021/22 season will see the women’s game move to new heights with the UEFA Women’s Champions League featuring a 16-team group stage as well as centralised marketing and TV coverage. Meanwhile, next year’s UEFA Women’s EURO in England promises to be our biggest national team competition yet,” said Nadine Kessler, UEFA chief of women’s football.
Just Eat Takeaway.com will activate the sponsorship via stadium LED board advertising, as well as digital advertising on UEFA platforms and on-site activations. The Netherlands-based business now operates in 23 countries and is using European football as a key brand building tool.
“Our strategy is to pair our premium household brands with the most premium sport events on the planet,” said Jitse Groen (pictured right), CEO and founder of Just Eat Takeaway.com. “It is especially important for us to sponsor both the women’s and the men’s tournaments. Our brand is for everybody, and sports should be too. We share these goals with UEFA.”
No value was given for the sponsorships.
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