BrandArena: Just Eat extends its partnership with UEFA for another three years

Thursday 15 February 2024

Just Eat extends its partnership with UEFA for another three years

Just Eat, a leading global online food delivery company, is extending its partnership with the UEFA Champions League, UEFA Europa League, and UEFA Europa Conference League until 2027, bringing the total number of UEFA competitions the business supports to 11. 

Just Eat will continue to be one of the most prominent sponsors of major European football tournaments, with sponsorship rights for the UEFA Super Cup, UEFA Futsal Champions League, and UEFA Youth League included in the three-year arrangement.

At the centre of the partnership is the ambition to create a joyful match day experience by bringing the excitement of food and football together, bolstered by promotions and initiatives that drive engagement. On UEFA match days during the 2022-23 season, Just Eat sold enough pizzas to fill an average sports stadium 200 times, with customers in the UK placing the highest number of orders.

The renewed contract will continue to drive brand awareness for Just Eat, from the in-game perimeter LED boards and media interview backdrops, to exclusive activation opportunities. Broadcast sponsorship for the UEFA Champions League and premium brand exposure during the UEFA Europa League and UEFA Europa Conference League matches are also included.

We are thrilled to continue our dynamic partnership with Just Eat as the official food delivery partner of UEFA’s men’s club competitions. As a result, the matchday experience will continue to benefit fans who can enjoy the convenience of having their favourite meals delivered directly by Just Eat to their doorstep, ensuring they never miss a moment of the action. We will also continue joint initiatives in support of UEFA’s mission to make our events and matches more sustainable and environmentally friendly. 

Football and food delivery are a perfect match. We are very proud to partner with UEFA, as it gives us a unique opportunity to engage with football fans who can order their favourite food directly from our local platforms, while watching their favourite teams play in the most prominent European football tournaments. The partnership continues to deliver fantastic results for our brand, driving visibility, recognition and positive perceptions of Just Eat across our markets globally.
Susan O’Brien, VP Brand at Just Eat

As part of the collaboration, Just Eat has:

Launched a number of grassroots activities and backed UEFA's Together #WePlayStrong programme, which aimed to promote greater inclusivity in football.

Supported UEFA's Champions Innovate campaign to promote long-term innovation.

Helped to reduce the usage of single-use plastic packaging at football matches by collaborating with UEFA to introduce sustainable seaweed-lined packaging to thousands of football fans, notably during last year's men's club competition finals. Along with this, the company worked on the first-ever circular packaging concept, which was deployed at the UEFA Women's Champions League final in Eindhoven. During the match, all food and beverage orders were served exclusively in reusable packaging. Over the past two years, the business has provided over 270,500 units of sustainable and reusable packaging for fans attending UEFA finals.

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