The UEFA Champions League (UCL) stands as the pinnacle of European club football, attracting millions of viewers worldwide and showcasing elite talent. Beyond the exhilarating matches, the tournament serves as a premier platform for global brands to engage with a vast and diverse audience. As of February 24, 2025, the 2024/25 Champions League season has witnessed significant investments from various sponsors, each aiming to enhance their brand visibility and connect with football enthusiasts.
Official Sponsors and Partners
The UCL’s sponsorship framework is meticulously structured, offering brands unparalleled exposure through various channels, including in-stadium advertising, broadcast integrations, and digital platforms. For the 2024–27 commercial cycle, UEFA has secured partnerships with several prominent brands:
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FedEx: Continuing its commitment to European football, FedEx remains the official logistics partner, ensuring the seamless transportation of equipment and infrastructure essential for match operations.
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Qatar Airways: As the official airline partner, Qatar Airways facilitates travel arrangements for teams and officials, while also promoting its global network to fans.
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Heineken N.V.: A longstanding supporter of the UCL, Heineken engages fans through various campaigns and in-match activations, enhancing the overall viewing experience.
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Just Eat Takeaway: Catering to fans’ needs, this food delivery service ensures that supporters can enjoy matches with their favorite meals delivered promptly.
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Mastercard: As the official payment solutions partner, Mastercard offers exclusive experiences to cardholders, including ticket giveaways and unique matchday opportunities.
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PepsiCo: Through its brands like Gatorade and Lay’s, PepsiCo provides refreshments and snacks, integral to the matchday experience for fans both in stadiums and at home.
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Sony PlayStation: A partner since 1997, Sony has extended its sponsorship through the 2026/27 season, integrating its gaming platforms with UCL content to engage younger audiences.
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Bet365: In a historic move, Bet365 became the first official sports betting partner of the UCL in August 2024, introducing initiatives like extensive ticket giveaways to enhance fan engagement.
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Crypto.com: Embracing the digital currency trend, UEFA partnered with Crypto.com, reflecting the growing influence of cryptocurrency in mainstream sports sponsorships.
Kit and Shirt Sponsorships
Beyond official tournament sponsors, individual clubs have secured lucrative kit and shirt sponsorships, contributing significantly to their revenue streams:
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Adidas: Sponsoring 10 of the 36 participating teams, including Real Madrid and Arsenal, Adidas maintains a strong presence in the tournament. Real Madrid’s partnership, reportedly worth between €110 and €150 million annually, underscores the brand’s commitment to elite football.
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Nike: Outfitting eight teams, such as FC Barcelona and Liverpool, Nike’s innovative designs and marketing strategies continue to resonate with fans worldwide.
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Puma: With sponsorship deals covering eight teams, including Manchester City and Borussia Dortmund, Puma has solidified its position as a key player in football apparel.
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Emirates Airline: Serving as the shirt sponsor for four clubs—Arsenal, Benfica, AC Milan, and Real Madrid—Emirates leverages its football partnerships to enhance its global brand visibility.
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Betano: This gambling company sponsors three teams—Aston Villa, Sparta Prague, and Sporting CP—highlighting the betting industry’s investment in football.
Recent Developments and Strategic Investments
The 2024/25 season has introduced notable sponsorship agreements, reflecting evolving market trends and strategic brand positioning:
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Gillette’s Return: After a period of absence, men’s shaving brand Gillette reestablished its partnership with the UCL in February 2025, aiming to connect with a broad male demographic and reinforce its association with peak performance.
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Relevent Sports Group’s Involvement: In a significant shift, UEFA engaged Relevent Sports Group as its commercial rights partner, overseeing sponsorship, broadcast, and licensing rights for its club competitions. This move indicates UEFA’s strategy to expand its global reach and commercial appeal.
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Florian Wirtz and PepsiCo: In December 2024, PepsiCo signed a sponsorship deal with Bayer Leverkusen’s rising star Florian Wirtz, aiming to engage younger audiences and capitalize on Wirtz’s growing popularity.
Economic Implications of Sponsorships
Sponsorship deals are pivotal to the financial ecosystem of the Champions League, influencing various economic aspects:
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Revenue Generation: UEFA’s sponsorship agreements contribute substantially to its revenue, enabling investments in grassroots programs, infrastructure, and prize money enhancements.
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Club Finances: For participating clubs, sponsorships provide essential funds that support player acquisitions, facility upgrades, and overall operational costs.
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Brand Exposure: Sponsors benefit from extensive visibility across multiple platforms, including live broadcasts, digital media, and in-stadium advertising, facilitating global brand recognition and consumer engagement.
Conclusion
Sponsorships are an integral part of the UEFA Champions League, shaping the tournament’s financial landscape and fan experience. As brands continue to invest in the competition, their partnerships contribute not only to the commercial success of the event but also to the broader football ecosystem. The 2025 season has seen strategic sponsorship expansions, reinforcing the Champions League as a prime platform for global branding.
Football fans can support their favorite teams and stay updated on the latest sponsorship news by visiting 9Wicket.