UNICREDIT: UEFA Champions League and UEFA Europa League

Action: Creating unique experiences across UEFA Club Competitions

After six years successfully sponsoring the UEFA Champions League, UniCredit became the Official Bank of UEFA Club Competitions for 2015-18. This new role brought UniCredit even closer to fans, with exciting opportunities for new initiatives and unique experiences. Fuse worked with them on their sponsorship of all major European club football tournaments.

Create: Coordinating UEFA sponsorship across 17 European markets

We coordinated the sponsorship across 17 European markets, leading on project management, approvals, and sole and exclusive and ticketing. We also advised on the strategy for a roll out of innovative revenue-enhancing projects utilising club collaborations.

Some of the new fan experiences we created with UniCredit included producing a Match Coin that UniCredit guests handed to the referee in a pitch-side ceremony before the kick-off. We also gave 200 children across Europe the once-in-a-lifetime opportunity to take part in the match opening ceremonies across the UEL and UCL and accompany the referees onto the pitch.

Impact: Delivering a multi-faceted sponsorship activation

Throughout the 15/16 season Fuse:

  • Managed over 18,000 tickets for C-Suite and senior clients
  • Delivered the ‘Player of the Week’ digital asset that attracted over 360,000 votes across both competitions throughout the season
  • Helped markets deliver 86 match coin activations across UCL and UEL
  • Coordinated the recruitment of 200 referee mascots across UCL and UEL
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