Marketing and Sponsorship

Ford Slams Brakes On Champions League Sponsorship After 21 Years

3.11.2014

U.S. automaker Ford will end its 21-year sponsorship with the Champions League after the final in Lisbon, Portugal in May, UEFA announced. The partnership dates back to the '92-93 season, and saw the launch of several new Ford models, including the new Ford Mustang, to be unveiled in Lisbon (UEFA). REUTERS' Keith Weir reported Ford and other car companies "have been faced with a shrinking market in Europe in recent years because of the impact of the financial crisis." Ford Europe President Stephan 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." Brewer Heineken last year renewed its Champions League sponsorship in a deal that runs until '18 (REUTERS, 3/10).

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