Enterprise stays in gear with Europa League
Enterprise Rent-A-Car, the USA-based car rental company, has renewed its sponsorship of the Uefa Europa League, European club soccer's secondary competition, for three more seasons.
The renewal, announced today, encompasses the 2018-19 to 2020-21 seasons.
Since coming on board for the first time ahead of the 2015-16 campaign, Enterprise has run both pan-European and individual market promotions, and offered Europa League fans car rental discounts across Europe.
This season the company has been running a 'Backseat Pundit' initiative, giving fans the chance to travel to a match with either Marcel Desailly, Robert Pires or Christian Ziege.
Guy-Laurent Epstein, marketing director of Uefa Events, said: “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.”
Jim Stoeppler, vice-president of European brand marketing at Enterprise Rent-A-Car, added: “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.”
Enterprise becomes the third official partner of the Europa League for the 2018-21 cycle, following the renewal of Dutch beer brewer Heineken (using its Amstel brand), and newcomer Kia Motors, the Korean car manufacturer.
Uefa and Team Marketing have rejigged the Europa League sponsorship model from next season, doing away with a main partner.
FedEx, the international logistics company, is that main partner in the present cycle, and may well remain involved as one of five official partners.
As well as Enterprise and Amstel, UniCredit, the Italy-based banking and financial services firm, and Hankook, the Korean tyre manufacturer, are the four official partners at present.
It is the second successive cycle in which the Europa League sponsorship structure has been rejigged, with a main partner having replaced a presenting sponsor ahead of the 2015-16 season.
UniCredit has already announced it will not renew its Champions League sponsorship, but has not commented on its Europa League intentions.
Molten, the Japanese ball manufacturer, will be the official Europa League match ball supplier from 2018-19, replacing Adidas.