Nissan Renews Champions League Sponsorship, Will Shift Emphasis To Engagement

Nissan is renewing its sponsorship of the UEFA Champions League for another three years "as it claims the partnership has been a huge success in increasing the visibility of the brand and therefore its sales," according to Sarah Vizard of MARKETING WEEK. The Japanese car brand took over the sponsorship from Ford in '14. Since that time, "its brand strength and sales have improved." It is now the 43rd "most powerful brand in the world," according to Interbrand, with a value of $11B in '16. That was up 22%, making it one of the ranking’s "top growers." Nissan VP of Marketing for Europe Jean-Pierre Diernaz said that the Champions League is at the "centre" of Nissan's "roadmap" to boost the brand. He added that after three years of sponsorship "it is really starting to see the benefit." Diernaz: "We are gaining share and gaining performance everywhere in the world and we are increasing our growth by increasing the visibility of the brand. We see the benefit of exposing our brand into an exciting territory -- football -- and that is why we want to continue" (MARKETING WEEK, 9/11). 

WELSH CELEBRATION: THE DRUM's John McCarthy reported Nissan celebrated its extension with a video featuring Real Madrid and Wales forward Gareth Bale. Nissan took Bale "down to meet Madrid school children where he was tasked with recreating his cup-winning goal" against Atlético Madrid in '14. As the "lynchpin" of Nissan’s sports marketing, the brand "expects a cumulative television audience of over 3.6 billion a season across the tournament." Nissan also secured rights on the pre-match Center Circle Carriers and post-match UEFA Champions League Goal of the Week, presented by Nissan digital activation (THE DRUM, 9/11).