Following are the organisations acting as the official sponsors and partners of the UEFA Champions League (UCL)—the premium club-football offering of European football’s governing body UEFA (Union of European Football Associations)—and thus enjoying a strong branding presence across its physical and digital assets for the 2024/25 season.
The Amsterdam-headquartered Dutch brewery giant has been an official sponsor of the UCL since 1994.
In August 2023, Heineken agreed a three-year extension deal of its global sponsorship deal with the Champions League, with the agreement covering the competition from 2024/25 until 2026/27.
Apart from branding rights, the deal also entails exclusive UCL content creation and events for Heineken.
The Sony Interactive Entertainment-owned video game console family has been an official sponsor of the UCL since 1997.
In August 2024, UEFA announced that Sony Interactive Entertainment had renewed its sponsorship of the UEFA Champions League for the 2024–27 commercial cycle.
The new three-year agreement also includes sponsorship rights for the UEFA Super Cup, the UEFA Youth League, and the UEFA Futsal Champions League.
Apart from branding rights that see the latest iteration of the console family (currently, the PlayStation 5) promoted across UCL assets, the partnership entails PlayStation serving as the official presenter for the Player of the Match and Player of the Week awards for all UCL matches. PlayStation also supports “the UEFA Champions League Gaming Hub with the enhanced UCL Fantasy and Predictor games”.
Owned by Harrison, New York-headquartered American multinational food giant PepsiCo, potato chips brand Lay’s serves as an Official UCL Global Sponsor via PepsiCo’s partnership with UEFA, which has existed since 2015. The PepsiCo-UEFA partnership has seen PepsiCo’s big-name brands Pepsi, Lay’s, and Gatorade feature frequently across UCL assets.
In June 2023, PepsiCo signed a three-year extension deal with UEFA. The deal entails a greater emphasis on the main objectives of the previous deal focused specifically on women’s football, which sees PepsiCo support women’s football by serving as a main partner to the UEFA Women’s Champions League and UEFA Women’s EURO in a deal running until 2025.
Via Lay’s, PepsiCo has worked with UEFA over multiple community initiatives: from star-studded ad campaigns promoting equality and inclusivity in football to building football pitches at refugee camps in Jordan in association with the UEFA Foundation for Children, a UEFA charity arm.
The Harrison, New York-headquartered American multinational financial services provider has been a UCL sponsor since 1994, providing unique fan experience opportunities—the most prominent of which is the Player Mascot programme—as well as working with the UEFA Foundation for Children over social initiatives.
UEFA last announced a partnership renewal agreement with its long-standing partner Mastercard for the sponsorship of the Champions League for the 2024–27 commercial cycle in June 2024. The agreement also includes sponsorship rights for the UEFA Super Cup’s 2024, 2025, and 2026 editions.
In April 2023, the Tennessee-based American shipping giant announced signing a multi-year contract renewal deal with UEFA. The deal also included sponsorship rights for the UEFA Super Cup, the UEFA Youth League finals, the UEFA Futsal Champions League finals, and the UEFA eChampions League.
Since 2016, FedEx has also been working with the UEFA Foundation for Children over community projects, most prominent of which have been delivering safe community football fields in Spain, Poland, Brazil, and South Africa, a “Football for Employability” programme benefitting young adults in Romania, Hungary, England, and Ireland, and a player mascot programme for local children to feature at the Europa League finals in collaboration with non-profit organisations in Stockholm, Lyon, and Baku.
In July 2024, FedEx signed a contract renewal agreement with UEFA covering the 2024–27 commercial cycle, as per which it acts as one of the nine global sponsors of the UCL.
The London-headquartered food delivery service originally partnered with UEFA as the Official Food Delivery Platform Partner of UEFA EURO 2020 in November 2019.
Later, in February 2024, JustEatTakeaway.com extended its partnership with UEFA to cover the UEFA Champions League, the UEFA Europa League, and the UEFA Europa Conference League until 2027, bringing the total number of UEFA competitions the business supports to 11, which are:
The February 2024 agreement sees JustEatTakeaway.com sponsor UEFA men’s competitions between 2024 and 2027, while as far as its women’s competitions are concerned, JustEatTakeaway.com sponsors them as a UEFA Women’s Football partner in a deal set to run until 2025. It also partners with UEFA’s “Together #WePlayStrong” initiative, which focuses on encouraging young girls and women to play football.
Crypto.com, a cryptocurrency exchange company based in Singapore, announced a multi-year partnership agreement with UEFA in August 2024 for the 2024–27 commercial cycle to become the first cryptocurrency partner of the UEFA Champions League.
The three-year agreement also includes sponsorship rights for the UEFA Super Cup (the 2024 edition of which saw Crypto.com first activate its sponsorship), the UEFA Youth League, and the UEFA Futsal Champions League.
As an official global sponsor, Crypto.com benefits from brand exposure across in-game perimeter LED boards, media interview backdrops, and broadcast sponsorship, while also carrying out exclusive on-site activation opportunities at UEFA events.
Additionally, UEFA and Crypto.com collaborate on bringing unique experiences to the fans in order to create memorable moments at UEFA Champions League matches.
In September 2024, Qatar Airways, the flag carrier of Qatar, became the new global airline sponsor of the UCL until 2030, having agreed an unprecedented two-cycle deal reportedly worth between €490 million and €500 million.
The deal also covers the UEFA Super Cup, the UEFA Youth League, the UEFA Futsal Champions League, and the UEFA eChampions League.
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