BLOG | by Joshua Marcus

What does Champions League sponsorship deliver for brands?

Talk of a European Super League in football refuses to go away as interested parties focus on maximizing the commercial return from Europe’s most popular sports format. While the tone of some proposals may sit uncomfortably with many fan groups and some clubs, our data suggests that sponsors are likely to follow the competition, whatever direction it takes.

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.

BLOG | by Joshua Marcus

Commercial Manager

Josh joined us in 2016 and has worked across a wide range of key client accounts including the ATP, WTA and ITF accounts, primarily as analyst and moving to Client Services Manager and now Commercial Manager. Josh has completed a master’s degree at Birkbeck, University of London in Sports Management, obtaining a distinction.


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