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Ford to end 21-year partnership with UEFA Champions League

Published by on Mar 11, 2014 in News Leave a comment

Ford UEFA Champions League

The most important soccer competition (or football, for our European readers) will lose its main sponsor from the last 21 years, because Ford has just announced their intentions of terminating their long term partnership with UEFA Champions League. This will happen after this year’s final, which is scheduled to take place in Lisbon and Ford explained this move by saying they decided to “follow a new direction”. However, it looks like this is a part of Ford’s cost cutting strategy on the European market, one which saw sales dropping for almost all car manufacturers.

The first Ford product that was promoted as part of the partnership with the UEFA Champions League was the Ford Mondeo, launched during the 1992-1993 season (which was won by Oleympique Marseille, in case you were wondering). In the following years, Ford used different football events to launch and promote many of its models, including the Kuga, B-Max, Fiesta, Focus and other generations of Mondeo. The last model to be launched in this partnership will be the new Mustang.

“With the arrival of the Ford Mustang in Europe, we are finishing our long-standing sponsorship of the UEFA Champions League on a high note. While both Ford and UEFA have benefited from our partnership, now is the right time for Ford to move in a new direction as we accelerate new product launches in Europe, with more than 25 new vehicles coming over the next five years,” said Stephen Odell, president of Ford Europe, Middle East and Africa.

As for the most important club competition in Europe (and probably the world), even though Ford has been a sponsor ever since the competition switched to its current format, UEFA will probably have no problems in finding a new sponsor, considering the level of attention this competition gets. Also, its other major sponsor, Heineken, has recently extended its partnership until 2018.

Source: UEFA

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