UniCredit Follow Heineken in Renewal of Champs. League Sponsorship

May 31, 2011

UEFA has secured its second sponsorship renewal of the Champions League through the UniCredit Group extending its sponsorship of the event which saw Spanish La Liga soccer giant Barcelona topple English champion Manchester United on Saturday, May 28.

The news came following fellow sponsor Heineken’s decision to extend its partnership of Europe’s top club competition on Thursday, and UniCredit followed suit by signing up to sponsor the 2012-15 seasons of the Champions League and the UEFA Super Cup in 2012, 2013 and 2014.

The financial services company, which first linked up with the Champions League in 2009, is the second of six official sponsors to have concluded an agreement for the 2012-15 period of the competition.

According to a statement from UEFA, UniCredit has successfully promoted the Champions League, “especially in key Eastern European markets through the UEFA Champions League Trophy Tour”.

David Taylor, CEO of UEFA Events SA, stated: “We are extremely pleased that UniCredit has chosen to extend its agreement with UEFA and with the UEFA Champions League. UniCredit’s renewed support and contribution, particularly in the promotion of the competition in Eastern Europe, is highly valued.

“The UEFA Champions League continues to be a very valuable platform for our sponsor partners and we are confident that it will provide UniCredit with excellent opportunities to connect with fans across Europe, and further strengthen its brand awareness and identity.”

UniCredit Group CEO Federico Ghizzoni added: “The renewal of the sponsorship agreement for three more years is a clear confirmation of our belief in being a European group with a strong presence in our core markets including central and Eastern Europe, as we aim to continue to leverage on the UEFA Champions League sponsorship to increase our brand awareness in the region. Clearly, we chose a European sponsorship platform that perfectly fits with our positioning as a leading European bank.”