UEFA yesterday announced that Ford Motor Co. will end its 21-year sponsorship of the Champions League after the final in Lisbon in May. The partnership dates back to the '92-93 season (UEFA). MARKETING magazine's Loulla-Mae Eleftheriou-Smith notes Ford has used the event "to launch several car models over the past two decades, including the Ford S-Max, the Kuga, and new generations of the Fiesta, Focus and Mondeo." The "special activation" for the Mustang this year, which Ford "has not yet revealed details of, is expected to be seen by 300 million television and online viewers in more than 200 countries." The activity will be "amplified through work at the UEFA Champion's League festival" in Lisbon from May 22-25, "supported by digital and social media work" (MARKETINGMAGAZINE.co.uk, 3/11). Ford Europe President Stephen Odell said, "Now is the right time for Ford to move in a new direction as we accelerate new product launches in Europe, with more than 25 new vehicles coming over the next five years." Meanwhile, REUTERS' Keith Weir noted Heineken last year "renewed its Champions League sponsorship in a deal that runs until 2018" (REUTERS, 3/10). MARKETING WEEK's Sebastian Joseph notes Heineken is reportedly paying US$72.4M per season for its deal with UEFA and Ford's departure from the event "will likely free up a similar amount to support its renewed push for the European market" (MARKETINGWEEK.com, 3/11).
