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UEFA Agrees Landmark Deal With Just Eat

March 24, 2021

UEFA has signed a landmark deal with Just Eat, which has become a wide-ranging partner for a number of UEFA’s flagship competitions.  

This partnership covers 11 different competitions, including the UEFA Champions League, the UEFA Europa League and the newly created UEFA Europa Conference League. The agreement for UEFA’s men’s club competitions, which also includes the UEFA Super Cup, the UEFA Futsal Champions League and the UEFA Youth League, will run from 2021 until 2024.  

Just Eat has also signed an agreement to become a UEFA Women’s Football partner. This will give the online food delivery marketplace sponsorship rights for the UEFA Women’s Champions League and the UEFA Women’s EURO, as well as the UEFA Women’s Futsal EURO and the UEFA European Women’s Under-19 and U17 Championships.  

In November 2019, Just Eat announced a sponsorship deal with UEFA EURO 2020 as the tournament’s Official Food Delivery Platform Partner. 

“Just Eat are a market leader in their field and we were delighted when they joined as a UEFA partner for the UEFA EURO at the end of 2019,” said Guy-Laurent Epstein, UEFA marketing director.  

“This latest deal to partner with 11 UEFA competitions, including the UEFA Champions League, the UEFA Europa League and Europa Conference League and all women’s competitions, shows their commitment to supporting all levels of football across Europe, while with their digital expertise, Just Eat will be providing fans with an easy and seamless way to order food, as they simultaneously watch some of European football’s biggest stars compete in some of the world’s most important club and national team competitions.” 

Just Eat’s four-year partnership to support women’s football across all age groups, will run through to mid-2025. Aside from five competitions, the online food delivery company will also partner with UEFA’s Together #WePlayStrong programme, which is aimed at encouraging more girls and women to play football. 

“This is such an exciting time to be connected with women’s football, which is growing at an incredible rate and we are delighted to have Just Eat joining us for the next four years,” said Nadine Kessler, UEFA chief of women’s football.  

“The 2021/22 season will see the women’s game move to new heights with the UEFA Women’s Champions League featuring a 16-team group stage as well as centralised marketing and TV coverage. Meanwhile, next year’s UEFA Women’s EURO in England promises to be our biggest national team competition yet.” 

As part of the deal, Just Eat will have exposure opportunities such as stadium LED board advertising, as well as exclusive on-site activation experiences. 

“Our strategy is to pair our premium household brands with the most premium sport events on the planet,” said Jitse Groen, CEO and founder of Just Eat “It is especially important for us to sponsor both the women’s and the men’s tournaments. Our brand is for everybody, and sports should be too. We share these goals with UEFA.” 

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