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SBD Global/May 23, 2013/Marketing and Sponsorship

Champions League Sponsors Adidas, Heineken, Jaguar To Break With Tradition

The UEFA Champions League has long been an "effective platform for marketing to the masses through TV," according to Joseph & Shields of MARKETING WEEK. For this year’s final between German rivals Bayern Munich and Borussia Dortmund, the likes of adidas, Heineken and Jaguar "are looking beyond traditional media to real-time marketing and co-creation to maximise the competition’s growing global reach." The global audience for Saturday’s final "is expected to top 220 million, outstripping the Super Bowl, making it a huge draw for brands." Several brands will pay ITV up to £250,000 ($376,000) for a Champions League final ad slot, a 65% increase on the average price, with the broadcaster expecting to gain around £8M ($12M) in revenues from its coverage. Media and sponsorship experts predict social media "will play a major component in non-sponsors marketing activity around the match." Adidas "will assemble a team of marketers, artists and agency members to create campaigns in response to events during Saturday’s match at Wembley." Heineken has "taken the Champions League Trophy on a global tour with fans able to share picture and videos of themselves around each location." The brewer "is using the content in its 'Road to the Final' online campaign." Jaguar "is partnering with mobile app Shazam to allow customers to explore its latest F-Type sports car and win the chance to test drive it" (MARKETING WEEK, 5/21).
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