UEFA, European soccer’s governing body, has begun a process to find sponsors in the cryptocurrency exchange sector for the 2024-27 cycle of its top-tier men’s Champions League (UCL) club competition.
Switzerland-based UEFA initiated this process yesterday, with a deadline for formal offers of March 20. Offers should be submitted via email to uccpartners@team.ch.
Indeed, UEFA has already received one additional offer in this category, it has said.
The continental body began its hunt for UCL 2024-27 sponsors in May 2022, alongside its club competitions partner agency, Team Marketing.
For the current commercial cycle, UEFA has eight global Champions League sponsors in place, including PlayStation, Walkers/Lays, FedEx, Mastercard, Turkish Airlines, and Oppo.
The Europa League and Conference League's current sponsors, meanwhile, include Heineken 0.0, Hankook, Enterprise, Swissquote, Just Eat, and Bwin.
In February last year, UEFA sent out a call for bids from the financial sector for sponsorship packages across the UCL, second-tier Europa League, and third-tier Europa Conference League, for 2024-27. This tender noted that it also covered cryptocurrency exchanges.
However, no crypto firm was forthcoming as a successful bidder following that process.
In 2022, Crypto.com reportedly pulled out of a sponsorship deal with UEFA for the Champions League worth almost €500 million ($547 million) over five seasons.
The agreement was said to have fallen through at the last moment, amid concerns about increased crypto regulation.
Last month, international online food delivery firm Just Eat Takeaway.com renewed its sponsorship of all three UEFA men’s club competitions for 2024-27.
The agreement also includes sponsorship rights for the UEFA Super Cup, UEFA Youth League, and UEFA Futsal Champions League.
Just Eat Takeaway.com will retain its designation as the official food delivery partner of UEFA’s men’s club competitions and continue to have brand exposure across in-game perimeter LED boards, media interview backdrops, and broadcast sponsorship, while also receiving exclusive activation opportunities on-site around matches.
