Specifically, we’ve been looking at Consideration for Champions League brands (“When you are next in the market for a good or service, would you consider this brand?”). And although these sponsors are paying big bucks for their association with the competition, there is a real reward for them here.
On average, across all sponsors we track in the UK (with the only gap being Gazprom), fans of the Champions League are almost a third more likely to consider Champions League sponsors compared to the general population.
That also applies to Mastercard, who renewed their deal with UEFA last week with a three-year contract which will see their relationship stretch to 30 years. As you can see from the chart above which shows a selection of sponsors, the finance brand joins others in enjoying a real return on its investment when it comes to consideration.
With returns like this, whatever format replaces the Champions League, it’s likely it will have little difficulty attracting sponsors with deep pockets.