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Ford Extends Partnership with UEFA Until 2015 - Web Exclusive

The UEFA Champions League is one of the most popular sports competitions in the world.

Greg Emmerson
Dec 20, 2011

Ford of Europe has announced it extended its long-standing sponsorship of the UEFA Champions League through to June 2015. The League is Europe’s most popular and prestigious club football competition, pitting top national clubs from across Europe against one another in a highly competitive format.

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“Our three-year agreement shows how strongly we feel about this partnership,” said Stephen Odell, chairman and CEO, Ford of Europe. “For a global company like ours, the UEFA Champions League is an ideal platform to connect with millions of people around common values. It is about the best-of-the-best on the ultimate stage, and that's why Ford wants to be part of it.”

The UEFA Champions League is one of the most popular sports competitions in the world. More than one billion TV viewers tuned in last season, with a cumulative audience of more than four billion, more than half of which were outside Europe.

“This may be a European competition, but like Ford’s latest global vehicles, it is shared and enjoyed throughout the world. Great football, like a great car, is universal in its appeal and this partnership generates world-wide exposure,” said Roelant de Waard from Ford of Europe. “This is why the UEFA Champions League played such big role in the launch of the new Ford Focus earlier this year.”

The UEFA Champions League was indeed instrumental in revealing the new Ford Focus to a global audience through television break bumpers, stadium perimeter boards and online channels. Activities around the competition, such as the FocusCam attraction at the UEFA Champions League Festival, allowed visitors to the Ford stand to be captured in a 180 degree ‘Matrix’ style animation using a bank of 40 cameras. Participants could then share their video with friends online using the Focus Wi-Fi hotspot, uploading to the sites like Facebook or YouTube. The 77,630 subsequent views online of these films further demonstrated how Ford and UEFA work together in front of huge audiences to bring new Ford technologies to life.

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To celebrate the 2012 UEFA Champions League Final being held in Munich, Ford of Germany will play a major role in the support of this event. This will include the launch of “Champions” special value models, as well as the provision of 200 vehicles featuring the 2012 UEFA Champions League Final livery to support transport logistics at the Final, all of which will be promoted through social media.


  • The 2010-11 competition attracted more than 500 million television viewers in Europe, 230 million in the Americas, 190 million in Africa and over 130 million in Asia

  • Global coverage of UEFA Champions League last season reached almost 100,000 hours

  • 178.7 million viewers watched the 2011 UEFA Champions League Final making it the highest-ever TV audience for a UEFA Champions League Final, and the highest global TV audience for a sporting event in 2011

  • Ford provides over 900 vehicles such as the Ford Galaxy and Ford Transit every season to help transport logistics for UEFA Champions League games

By Greg Emmerson
1078 Articles



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