Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Nissan Combats Brand Indifference With UEFA Champions League Sponsorship

Nissan debuted its "Engineers of Excitement" campaign platform at Tuesday’s UEFA Super Cup match, "kicking off the brand’s lucrative four-year sponsorship of the Champions League with a 10 second teaser of what’s to come," according to THE DRUM. With "innovation and excitement lying at the heart" of Nissan’s Champions League program, the activity -- which stars new brand ambassadors Andrés Iniesta and Thiago Silva -- "aims to harness excitement both on and off the pitch." Nissan Europe VP of Marketing Bastien Schupp revealed the brand’s sponsorship of the Champions League was a “massive and a logistical challenge” that Nissan needed to embrace because “not many people have a bad opinion [of Nissan], but most are quite indifferent.” Schupp said, “By using this massive platform we can explain what innovation and excitement mean as part of the Nissan brand.” Iniesta and Silva "will help the brand introduce new innovations to football fans, playing a leading role" in the brand’s advertisements. Schupp: "We needed to find a way to link Nissan to football and we didn’t want to just advertise cars in the middle of the matches." Of Nissan’s partnership strategy, Schupp said, "We look for big properties that have a strong media value and we look for sports that are accessible as we don’t want to be seen as elite or very exclusive. Football is a territory we think fits well with our brand and this is by far the biggest sponsorship we’ve ever signed" (THE DRUM, 8/12).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2014/08/13/Marketing-and-Sponsorship/Nissan.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2014/08/13/Marketing-and-Sponsorship/Nissan.aspx

CLOSE