MasterCard renews UEFA Champions League sponsorship for three more years

MasterCard has extended its 20-year sponsorship of the UEFA Champions League to include another three seasons, joining Heineken, Nissan, Pepsi, Adidas and UniCredit.

MasterCard: paying a minimum of £45m annually for UEFA sponsorship
MasterCard: paying a minimum of £45m annually for UEFA sponsorship

MasterCard was generally expected to renew its three-year sponsorship deal, after its expiration this summer.

The company's chief marketing officer, Raja Rajamannar, noted that the pair had been partners since 1984, saying: "During this time, we have seen countless priceless moments on the pitch and the passion of the fans has continued to grow around the world for this great competition.

"Association with key sporting events is an important way that MasterCard can directly connect fans and people around the world to the priceless possibilities associated with their passions." 

Sony also recently renewed its sponsorship deal with UEFA for an estimated minimum of £45m a year, according to research firm IMR. Editor Simon Rines told Marketing that UEFA was the "biggest sponsorship earner on the planet", with a stable bank of sponsors. 

MasterCard's deal includes sponsorship of the UEFA Super Cup, the UEFA Women’s Champions League final and the UEFA Youth League finals.