UEFA Cup set for success
Wednesday, 4 April 2007
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Sevilla FC celebrate winning the 2005/06 UEFA Cup (©Getty Images)

UEFA has announced a series of exciting developments within the new package of centralised media and marketing rights for the UEFA Cup and UEFA Super Cup.
Constant attention
The package involves the UEFA Cup quarter-finals - starting on Thursday with the first legs - semi-finals and finals, as well as the UEFA Super Cup, which is contested at the start of each season by the reigning UEFA Champions League and UEFA Cup holders. European football's governing body has given constant attention to its second major club competition, the UEFA Cup, to enhance its image and prestige. Consequently, far broader distribution of matches, better promotion, higher revenues and a prominent group of broadcaster and sponsor partners are part of the new package.
Televised games
The focal points of the new three-year cycle for media and marketing partners are a substantial increase in the number of televised games available to fans in Europe and across the world, with more than double the number of matches broadcast in the main European markets and TV rights sold to more than 200 countries and territories world-wide. More than 70 broadcast partnerships are in place across the globe, and partnerships are set up with leading broadcasters in major European countries including ITV (UK), Antena 3 and Sogecable (Spain),M6 and Canal+ (France), Sat.1 and Premiere (Germany) and NOS, RTL and UPC (Netherlands).
Local partnerships
With worldwide promotion the key, local partnerships are also in place in important strategic markets - China (SMG), Brazil (Rede Record), India (Zee TV) and Australia (SBS). There is also widespread distribution in other territories outside Europe with top broadcasters including ESPN (Latin America and Oceania), Fox Sports (North America), Al Jazeera (Middle East) and Supersport (sub-Saharan Africa). Moving to new media, live simultaneous internet streaming of UEFA Cup and UEFA Super Cup matches on broadcasters' websites will allow broadband internet users to enjoy the best of these competitions
International brands
Top international brands have also readily associated themselves with the UEFA Cup, including Carlsberg (Presenting Sponsor), Vodafone (Technology Sponsor), Toyota, Intersport, Canon and Banco Santander (Official Sponsors for the UEFA Cup Final and UEFA Super Cup). An official match ball, supplied by Nike, is being introduced for use at all UEFA Cup matches from the quarter-finals onwards and for the UEFA Super Cup. "Significant media and marketing revenues have been raised through the sale of these rights," said UEFA in a statement
New design
As far as branding is concerned, UEFA has further developed the UEFA Cup brand with a new design for the final phase which focuses especially on broadcast design elements and the in-stadia look. "This new approach complements the broadcast and marketing strategy and together with the high level of production will further enhance the UEFA Cup competition," says UEFA. The centralised marketing concept also takes UEFA's solidarity principle into account, with a financial distribution model ensuring that all 40 clubs that took part in the group phase receive a share from the revenue generated.
Outstanding event
"The UEFA Cup is an outstanding event with some of the best teams and players in the world competing for one of Europe's most famous trophies," said UEFA media and marketing rights director Philippe Le Floc'h. "The feedback on the new centralised concept has been encouraging with many stakeholders welcoming UEFA's vision including the clubs, broadcasters and sponsors. What has been encouraging in particular is the commitment of the broadcast and sponsor partners to the promotion of the competition, resulting in a significant increase in the availability of the matches to fans in Europe and across the globe," he added. "We look forward to working with our partners to further develop the UEFA Cup in the future."
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