UEFA Champions League

The Sponsorship


Following an extension of the rights package in 2012, UniCredit went from being an Official Partner to becoming the Official Bank of the UEFA Champions League, a designation which indicates a strong and successful relationship.


Over four years now, UniCredit's sponsorship engagement has considerably contributed to the bank's 'brand awareness', 'brand image', 'customer and employee engagement' and 'propensity to buy'.


"Our ground-breaking results show how positive the impact of the UEFA Champions League sponsorship has been and will continue to be for UniCredit. We are very pleased with everything we have achieved so far and are looking forward to further results and successes. Thanks to its international appeal and visibility, the sponsorship is giving great support to our business and reinforces our standing as a leading European commercial bank" states CEO, Mr Federico Ghizzoni.


For UniCredit, the UEFA Champions League as the most powerful ongoing football property provides a wide range of marketing, communication and branding opportunities integrated into UniCredit's global and local marketing plans to support its master brand strategy.


A number of different campaigns in connection with the sponsorship and integrating product promotions have been launched in the core UniCredit territories since the beginning of the engagement in 2009.

One of the sole and exclusive rights UniCredit holds is the possibility to present the UEFA Champions League Trophy to football fans in Europe via a road-show event: the UEFA Champions League Trophy Tour. With this road show, UniCredit brings the iconic Trophy to thousands of football fans at the kick-off of each season with the aim of making the brand more tangible and letting fans experience what UniCredit and its sponsorship stand for via a unique experience.


Each season cumulates in the most sought-after sports events in Europe. The UEFA Champions League Final in one of the European top cities fascinates fans from all over the world every year. UniCredit is being part of this spectacle for the fifth time this season, initiating events and exclusive experiences for over 1,200 guests under the roof of a special event-motto.


UniCredit's special guest at the Final and also at the Trophy Tour, is the bank's newly appointed ambassador and current coach of the Russian national team Fabio Capello. Considering his achievements, Capello constitutes a perfect fit for the UniCredit brand and more than fulfils the criteria associated with his role of Official UniCredit Ambassador for the UEFA Champions League. He represents confidence, reliability, authenticity and internationality; features which also distinguish the UniCredit brand.


Another sole and exclusive right within the sponsorship package is the possibility of producing the "Official UEFA Champions League Match Coin provided by UniCredit". The special keep-sake has given numerous UniCredit guests the unique opportunity of handing this coin over to the referee prior to the official coin toss. Linked to the production of an "Official Coin Collection" UniCredit has the right to issue a limited edition of the coin that is - among others - available as a premium gift for football fans participating in UniCredit's "Confidence Meter" game on uefa.com.


To activate the sponsorship in the field of digital and social media UniCredit has built up a "digital eco-system" that permanently promotes its engagement via numerous channels such as the official sponsorship Microsite, a dedicated Facebook fan page and a YouTube channel.


With the aim of finding a promotional tool for the activation of its sponsorship engagement on UniCredit's online and social media channels, a cooperation with Panini was launched at the start of the UEFA Champions League season 2013/ 2014.

An exciting online platform and the creation of a virtual version of the sticker album, was the outcome of this intention: The UEFA Champions League 2013-2014 Virtual Sticker Collection presented by UniCredit was launched.


Each year, the highlights of the season, the UEFA Champions League Trophy Tour presented by UniCredit and the UEFA Champions League Final, are communicated through the advertising campaigns hosted by the official sponsorship Microsite (unicredit.eu/champions)  inviting users to participate in the respective initiatives and driving traffic also to local bank websites in an emotional way.


The UniCredit Champions Facebook fan page (facebook.com/unicreditchampions) engages its more than 85,500 fans (status: January 2014) around ongoing campaigns offering exclusive content such as stories and impressions captured by the blogger during the Trophy Tour or special riddles, apps and other initiatives developed exclusively for the social media community.

Exciting videos connected to the UEFA Champions League and UniCredit's sponsorship are hosted on the UniCredit Champions YouTube channel (youtube.com/unicreditchampions).

Additional Information

For more information concerning the UEFA Champions League, visit the official UEFA Website

Updated on August 16, 2012
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