Enterprise Rent-A-Car will become a global partner of the UEFA Europa League, according to a source close to the deal. The U.S.-based car rental company will sign a three-year deal with European football's governing body for the '15-18 rights cycle. As an official partner of the UEFA’s second highest club competition, Enterprise will receive assets such as sideline LED signage, tickets and hospitality. Sources value the deal to be in the mid-to-high seven figures. The deal, which will be officially announced on Tuesday, is Enterprise’s first sponsorship outside of the U.S., where it has relationships with the NCAA and NHL. Enterprise’s association with the Europa League is expected to aid its plans of growing its European business. This year's Europa League final between Dnipro Dnipropetrovsk and Sevilla drew more than 17 million viewers across 16 European countries, according to UEFA figures. The source said that the deal was negotiated by TEAM Marketing, UEFA’s exclusive commercial partner. Enterprise will join Europa League partners UniCredit, FedEx and adidas.
