European soccer’s governing body Uefa has announced that Enterprise Rent-A-Car will continue to sponsor the Uefa Europa League tournament for the 2018 to 2021 cycle.
The car rental company has been an official partner of European club soccer’s secondary competition since 2015, and the new agreement will run for another three years until the end of the 2021 final.
Enterprise will continue to benefit from brand exposure on pitchside LED boards, while it will also retain the right to launch both pan-European and individual marketing promotions each season. In return, the company will continue to offer car rental discounts to Europa League fans across Europe.
The deal sees Enterprise become the third official partner of the Europa League’s 2018 to 2021 commercial cycle, following Uefa’s renewal with lager brand Amstel and its new agreement with South Korean car company Kia Motors.
“Enterprise Rent-A-Car became one of our partners in 2015 and we are really pleased to continue the relationship for another three years and hopefully beyond,” said Uefa’s marketing director Guy-Laurent Epstein. “We have been impressed by how quickly they have understood football fans and integrated the sponsorship into their business, which we believe will grow with the strategy they have in place following the renewal.
“We look forward to working together to further build the trusted fan base across Europe and help with their marketing initiatives, such as the ‘Backseat Pundit’, to bring the Uefa Europa League competition to life.”
“We are delighted to renew our Uefa Europa League partnership and build on the success of the first three years as we continue to invest and grow in Europe,” added Jim Stoeppler, vice president of European brand marketing at Enterprise Rent-A-Car. “Sport has played a key role in the growth of Enterprise Rent-A-Car globally, and the Uefa Europa League has enabled us to connect with a large audience of European car rental customers through the world’s number one passion, football.
“We look forward to continuing our relationship with Uefa and helping more fans follow their teams across Europe.”