October 19 – Mastercard has extended its 26-year partnership with UEFA for a further three years with a new deal for the Champions League for the 2021-24 rights cycle.
Mastercard is the second sponsor to commit to the new rights cycle with a renewal having previously been concluded with Heineken.
The payment provider partnered with UEFA in 1994. The new agreement includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023.
Guy-Laurent Epstein, UEFA marketing director, said: “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.”
That deeper reliance on digital marketing was never more important than for the Champions League season that completed in August.
Mastercard, under its ‘priceless experiences’ marketing theme, gives children the opportunity to become Player Mascots. The Covid pandemic meant that wasn’t possible so Mastercard instead partnered with the UEFA Foundation for Children, giving youngsters with life-threatening illnesses the opportunity to meet players virtually as they entered the stadium.
Mastercard will activate its virtual player mascots at selected matches during the coming season.
Mark Barnett, president of Mastercard Europe, added. “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.”
No value was given for the sponsorship renewal.
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