Special to NYSportsJournalism.com
May 17, 2015: In an effort to expand their space on the global sports stage, FedEx has signed a three-season deal with the Union of European Football Associations, the governing body of European football, making FedEx the lead sponsor in the UEFA Europa League.
The pact kicks in at the start of the 2015-16 season and runs through 2017-18.
Financial terms were not revealed.
FedEx's roster of sports alliances includes the NFL, ATP World Tour, 2014 Ryder Cup and PGA Tour, as well as naming rights for FedEx Field, home for the NFL's Washington Redskins.
“As one of the most important European football Cup competitions, the UEFA Europa League is a perfect sponsorship for FedEx, which has a strong commitment to doing business across borders throughout the European region,” Andrew Self, vp-marketing and communications for FedEx Express Europe, said in a statement.
The UEFA Europa League includes 192 clubs in 54 European nations, which FedEx said "aligns with [our] presence and network in the region."
According to Guy-Laurent Epstein, marketing director for UEFA Events SA, "Having such a recognizable and established brand as FedEx as the main sponsor will only help to maintain the growth in popularity of the competition among fans, clubs and players globally. We look forward to collaborating with FedEx."
FedEx said it plans to support the alliance with a multi-platform strategy, including TV, print, Internet, social media, stadium signage and ticketing, hospitality and other activations throughout Europe.
"This is a great way for us to reinforce the commitment and passion that our employees demonstrate every day in all our markets across the region.”
The sponsorship will also see FedEx deliver the UEFA championship trophy to the stadium for the final.
Other UEFA marketing partners include adidas, transportation group SNCF, Credit Acricole and Proman.
“The UEFA Europa League is an elite competition based on a foundation of grassroots football," said FedEx's Self. "It has a great mix of famous clubs and local teams, and reflects the genuine passion of fans across Europe. It is a great way for us to reinforce the commitment and passion that our employees demonstrate every day in all our markets across the region.”
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