Nissan drives hard for Asia and innovation with Champions League renewal

By Paul Nicholson

September 11 – With the first round of Champions League fixtures kicking off this week, Japan’s motor company Nissan has confirmed a three-year extension to its global sponsorship, taking it through to the end of the 2020/21 season.

Nissan began its partnership with the UEFA Champions League in 2014 and the company says that it continues to be its largest investment in sports sponsorship and “will continue to be at the very heart of our global marketing strategy,” said Roel de Vries, corporate vice president, global head of marketing for Nissan.

No value was given for the renewal.

“Innovation that excites is at the core of everything Nissan does, and our partnership with the most exciting sports tournament on the planet over the last three years has been key to that,” said de Vries. “We’ve seen huge success from the partnership and the additional engagement it has allowed us to have with consumers.”

The motor manufacturer will have a package of stadium branding at Champions League matches as well as branding the pre-match Center Circle Carriers and post-match UEFA Champions League Goal of the Week, which will be presented by Nissan digital activation.

A core focus of the marketing activity will be to reinforce and push the Nissan brand in Asian markets. “Our partnership with the UEFA Champions League has been instrumental in our mission to become the most desirable Asian brand in Europe’” said Jean-Pierre Diernaz, vice president, marketing, Nissan Europe.

“In the coming years, we have an ambitious product plan supported with breakthrough technologies, having the world’s most exciting sporting event as a partner is giving us the perfect platform to emotionally engage with our audience and drive brand preference.”

Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: “We are delighted to continue our partnership with Nissan after a very successful first cycle. They have become an integral member of the sponsor family and have been invaluable for the promotion of the competition on a global level.”

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