Delivery services specialist FedEx and UEFA have signed a three-year sponsorship deal. This contract will see FedEx sponsor the UEFA Champions League commencing at the start of the 2021/22 tournament and extending for three editions through to 2023/24.
The company has been a sponsor of the second-tier Europa League and this deal builds on the existing relationship with UEFA. FedEx became the main sponsor of the UEFA Europa League since the start of the 2015-16 season and UEFA National Team Football sponsor in 2019. It was expected that FedEx will step up its involvement in the Champions League ahead of Uefa’s next sponsorship cycle.
FedEx is also the Official Logistics Partner of UEFA EURO 2020 taking place in the summer of 2021, which is set to take place across multiple European host cities. The delivery services firm became the fifth company to be confirmed as one of the eight global sponsors for the 2021-24 Champions League cycle, joining incumbents Heineken, PepsiCo, and Mastercard, and the new arrival JustEat.
While commenting on this deal, Executive Vice President, Brie Carere said, “Our global sponsorship of the UEFA Champions League will deliver unrivalled opportunities for our brand, team members, customers, and communities. Aligning our brand with world-class sports performance allows us to connect our services to our audiences through the passion and emotions generated by sports and enables us to contribute positively to our local communities.”
Before the outbreak of the Covid-19 pandemic, it was reported that UEFA had accepted offers for seven of the eight global packages available for the 2021-24 cycle, with at least two sponsors set to be added. One of those was the Chinese smartphone manufacturer Oppo.
UEFA stated in March that it has accepted offers for six of the seven sponsorship packages available for the Europa League and Europa Conference League during the 2021-24 cycle. Heineken 0.0% and Just Eat have already signed and announced their agreements. UEFA will also be launching regional Champions League sponsorship packages in China and the US market for the 2021-24 cycle.