Expedia Group, the online travel platform, has extended its partnership with UEFA, announcing two new deals with European soccer’s governing body.
As part of the overall renewed tie-up, the company will provide its Expedia Live travel hub solution in Europe and will also serve as a regional partner of the UEFA Champions League elite club competition in the United States.
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The two-year extension was brokered by Team Marketing, UEFA’s agency for commercial rights.
Expedia Live will help fans in the UK, Germany, and France travel to away matches and book accommodation, and also provide access to city guides.
In addition to regional sponsorship assets, Expedia will receive global supplier and licensing rights from the start of the knockout stages of this year’s competition in February until the end of the 2023-24 edition.
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Expedia first became the official travel partner of the competition in a three-year deal in 2018 that also covered sponsorship rights to the Super Cup, Youth League finals, and the Futsal Champions League finals.
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By GlobalDataThe travel firm signed a one-year extension to its deal in 2021 and has served as one of eight global Champions League sponsors.
In September, Turkish Airlines, the country's national carrier, signed up as a new partner of the Champions League.
It joined Heineken, PlayStation, PepsiCo, Mastercard, FedEx, Just Eat Takeaway.com, and OPPO as an official global sponsor in the current commercial cycle through 2023-24.
Guy-Laurent Epstein, UEFA marketing director, said: "We are very pleased that Expedia Group has chosen to extend its involvement with UEFA's flagship club competition with these two exciting deals.
“Expedia has been a committed UEFA partner since 2018 and we are sure that these new ventures will help fans to follow the world’s greatest club competition even more closely.”
Michele Rousseau, Expedia’s senior vice president of global brands, added: “We know that the away match experience begins as soon as you start traveling. Extending our successful partnership with UEFA Champions League allows us to enrich the football experience for even more fans as they travel to support their teams.”
