The UniCredit Group is now the official sponsor of the UEFA Champions League from the 2009/10 season until the 2011/12 season. As the sole banking sponsor, UniCredit’s objective is to position its brand at the top in terms of visibility and awareness, both worldwide and on a European level, and to support its sales-oriented activities. This strategy could very well work due to the fact that the UEFA Champions League is the most popular international football competition at club level and that it is followed passionately by one in two European citizens. Paolo Fiorentino, Deputy CEO of UniCredit, said “UniCredit’s sponsorship of the UEFA Champions League represents a major step in developing our brand all across Europe.” And he adds: “The Group has already a good track record in sponsoring major sporting events, but the UEFA Champions League, with its global impact, provides us with a premium platform for a sustainable and long term growth of our brand awareness.” 

The sponsorship is however also advantageous for the UEFA itself. David Taylor, the UEFA general secretary said that “UniCredit is a leading bank in Europe and their presence and strength in Europe, particularly in Eastern Europe, will help further establish the UEFA Champions League brand in these markets”.   

“One European bank with strong local roots”

The strategy is to implement the sponsorship in nearly all communication measures connecting the UniCredit brand message “One European bank with strong local roots” with the UEFA sponsorship core idea “Be part of it”. Apart from advertising in classic media, a UEFA Champions League Trophy Tour, presented by UniCredit, started in September in which football fans and citizens across Europe will be able to get close to the real trophy and to participate in big events. Furthermore an official sponsorship mircosite was launched which provides interesting content about the Champions League.

PROS:

Building and enhancing brand awareness and identity

Popular football competition has positive connotations for sponsors

Increased address of potential customers (at European and global level)

Gaining new target groups

Marketing strategy involves fans and citizens via different channels