BrandArena: Nissan extends global UEFA Champions League partnership

Monday, 11 September 2017

Nissan extends global UEFA Champions League partnership

Japanese automotive manufacturer Nissan has confirmed a three-year extension to its global partnership with the UEFA Champions League, including the UEFA Super Cup. Legend Gareth Bale celebrated the announcement by surprising a group of schoolchildren and teaching them how to recreate his iconic winning goal from the 2014 final against Club Atlético de Madrid.

The new three-year deal runs until the end of the 2020-21 season and also covers the Uefa Super Cup, the annual game played between the winners of the previous season’s Champions League and Europa League.

Nissan began sponsoring the Champions League at the start of the 2014-15 season.

Under the new deal, the company will retain extensive rights at matches and will also receive other benefits such as the pre-match Centre Circle Carriers and post-match Goal of the Week, which will be presented by Nissan digital activation.

Jean-Pierre Diernaz, vice-president of marketing at Nissan Europe, said: “Our partnership with the Uefa Champions League has been instrumental in our mission to become the most desirable Asian brand in Europe. In the coming years, we have an ambitious product plan supported with breakthrough technologies. Having the world’s most exciting sporting event as a partner is giving us the perfect platform to emotionally engage with our audience and drive brand preference.”

The Champions League continues to be Nissan’s biggest investment in sports sponsorship. It serves as a Champions League partner alongside PlayStation, UniCredit, MasterCard, Lays, Gazprom, Heineken and Adidas.


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