MasterCard capitalises on Champions League Final with ad push

MasterCard has launched a marketing campaign to promote its sponsorship of the Uefa Champions League, ahead of the final at Wembley on 28 May.

MasterCard: unveils integrated Champions League marketing campaign
MasterCard: unveils integrated Champions League marketing campaign

The payments brand, which has sponsored the European football competition for 18 years, is rolling out an integrated campaign promising consumers "priceless" experiences and content around the final, including an "ultimate prize" of a pitch-side seat at the game.

Also on offer are historic pieces from some of the most memorable games from the tournament, plus items from current players, including Liverpool star Steven Gerrard and Manchester United goalkeeper Edwin van der Sar.

To support the competition, which launches this week, MasterCard has created print, outdoor, digital and experiential ads, by McCann London, with media planning and buying by UM. A dedicated microsite, www.mastercard.co.uk/football, also went live this week.

Experiential activity will centre on a Fans' Festival in London's Hyde Park from 21 to 28 May, as well as a Champions League Trophy tour around London earlier in the month. It will culminate in a MasterCard Sport Court Debate on 27 May, hosted by former Tottenham Hotspur player and BBC pundit, Garth Crooks.

Shaun Springer, head of brand, sponsorship and digital marketing, at MasterCard UK & Ireland, said: "The Uefa Champions League Final is an important asset in our sponsorship portfolio as it is the premium footballing spectacle in Europe and a favourite with the fans, no matter what their club allegiance."

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