Uefa, European soccer’s governing body, has awarded its first regional sponsorship package, out of four available, in China for rights to its top-tier Champions League club competition for the 2021-22 to 2023-24 rights cycle, with another quartet available in the US.

Last month, Uefa said it would be creating up to four regional sponsorship opportunities for the rights cycle in China and surrounding territories – including Hong Kong, Singapore and Thailand – and up to four in the US, with those eight forming a new sponsorship tier for key target markets. 

The governing body has now found a partner, as yet unnamed, for one of those slots in China and the surrounding countries. 

Uefa is working with Team Marketing, its partner agency in charge of selling and distributing the governing body’s commercial rights, on awarding the sponsorship packages, and parties interested should contact Team via the email address uccpartnerships@team.ch.

The packages will include media and digital rights, with selected brands to get visibility on LED boards at all knockout Champions League matches over the course of the rights cycle, through the different regional broadcast feeds in those markets. 

Uefa’s top-tier, global sponsorship line-up for the current Champions League rights cycle, which runs until the end of the present 2020-21 campaign, comprises PepsiCo, Heineken, Mastercard, Expedia, Gazprom, Nissan, PlayStation and Santander.

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By GlobalData

Of these, PepsiCo, Heineken and Mastercard have already renewed their deals for the Champions League for the next three years, and been joined by FedEx, which is stepping up from a Europa League sponsor.

Late last month, Uefa went to market in China with media rights for its club competitions in the 2021-22 to 2023-24 cycle.

There is a submission deadline of 10am (CEST) on 17 May for Chinese broadcasters, and the tender also includes Hong Kong, as Uefa comes towards the end of the worldwide rights sales process.

Currently, the Champions League is available to watch in China through CCTV, the country’s state-run broadcaster, which has sub-licensed rights for the current season from PPTV, the Suning-owned streaming platform which originally sealed a deal for the 2018-19 to 2020-21 cycle.