FedEx – Memphis-headquartered global logistics company FedEx has been an official sponsor of the UEFA Europa League (UEL) since 2015.
The sponsorship has seen FedEx work extensively with the UEL over several fan experience activities, most importantly the “Player Mascot” programme that offers children an exclusive opportunity to serve as a mascot on UEL matchdays. FedEx also powers the “FedEx Performance Zone” on UEFA.com, that provides data on UEL players. The sponsorship also grants FedEx a strong branding presence across UEL’s physical and digital assets.
The two parties last extended their deal in 2018 ahead of the 2018-21 commercial cycle. It is currently set to run at least until the end of this year’s competition.
Heineken – Amsterdam-headquartered Dutch brewing company Heineken has had a long-standing relationship with UEFA in general, going back to 1994.
Last year in August, ahead of the resumption of the UEL post COVID-19 lockdown, Heineken made its non-alcoholic beer Heineken 0.0 the official sponsor of the competition, replacing Amstel – an alcoholic beer – that sponsored the competition for five years prior. The change is an attempt by Heineken to boost sales in the 0% ABV sector, with Heineken 0.0 now made available in the stadia during UEL matches and enjoying a strong branding presence across its digital and physical assets.
Kia – The Hyundai-owned South Korean automaker has been an Official Partner of the UEFA Europa League since 2018.
The sponsorship sees Kia work with the UEL over several fan experience activities, which include the “Official Match Ball Carrier” youth program that offers one of the player mascots a chance to be the ball carrier during the pre-game walkout in a UEL match, as well as supporting the UEL Daily Fantasy game and promoting ticket sales. Kia also provides a fleet of 90 vehicles to transport referees, officials, delegates and VIPs during a UEL Final.
The partnership is set to run until the final of the 2020-21 UEFA Europa League, which is currently set to be held at the Miejski Stadium in Gda?sk, Poland.
Enterprise Rent-A-Car – Enterprise has been an Official Partner of the UEFA Europa League since 2015, a deal that the two parties later renewed in 2018 to at least run until the end of the 2020-21 competition.
The deal sees Enterprise offer car rental services to the fans at a reduced price to and from the UEL matches throughout a season. Enterprise also enjoys a strong branding presence across UEL’s digital and physical assets.
Hankook – The South Korean tire manufacturer has been an Official Partner of the UEFA Europa League since 2012.
The partnership sees Hankook offer several fan experience opportunities, mainly “Back Stadium Tour”, allowing fans exclusive VIP excess at UEL match venues, and the “Centre Circle Carrier” programme, an attempt to promote driver safety which allows young people who have lost loved ones in a car accident a chance to be one of the UEL logo banner carriers in the middle of the pitch right before the start of a match. Hankook also enjoys a strong branding presence across UEL’s digital and physical assets.
Written By
Anshuman Joshi
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