It hasn’t been long since Ford announced it decided to drop out of sponsoring the coveted UEFA Champions League – and now we have its replacement, the Japanese from Nissan.
The Renault-Nissan alliance partner announced it decided to take over the duty from next season in order to support its efforts to set itself as the leading Asian carmaker in Europe. The automaker declined to offer any financial hints – saying only that it’s their largest sponsorship deal throughout the four-year deal. Media reports meanwhile, have placed the cash transaction at $75 million per season.
“The power of the Champions League is that we can reach people everywhere with it,” said Roel de Vries, Nissan’s global head of marketing. “A big part of that is obviously Europe where we have ambitions to be the number one Asian brand.”
Ford announced last month it was giving up its sponsorship of the most prestigious club competition in European football (soccer) – after it partnered with it since the onset of the Champions League in the 1992-93 season.
Nissan also said it made the move because the competition reached an audience of 4 billion people, with crowds as far as Asia and South America. UEFA has eight sponsors for the competition, allowing them to advertise during matches and use associated branding to promote their own.