Unicredit is a UEFA sponsor and will be executing for the second season in a row, the Champions League Trophy tour. The Financial institution will display the trophy mainly in central and east European countries (Czech Republic, Slovakia, Poland, Austria and Germany).
Unicredit is efficiently promoting football in key central and east european market, where it has a strong implementation: Touring the Champions League Trophy.
As Alessandro Profumo (CEO UniCredit Group) said: “We believe it is this unequalled geographic presence in Europe, particularly in the emerging markets of Eastern Europe that sets us apart in the European banking landscape”.
UEFA is also delighted with this sponsorship deal and marketing activation, especially as it will strengthen the Champions League & UEFA brands in eastern European markets.
David Taylor (UEFA General Secretary) said: “UniCredit is a leading bank in Europe and its presence and strength in Europe, particularly in Eastern Europe, will help further establish the UEFA Champions League brand in these markets”.
UniCredit appointed ambassador Luis Figo to raise hype and appeal to the tour. Former football stars such as Cafu, Giovane Elber and Vladimír Smicer, will join the action as UEFA Trophy Tour Ambassadors. Unicredit will be touring the Champions League trophy for the upcoming 3 years.
Touring a trophy offers a tremendous marketing platform, and most importantly allow direct access to fans. Unicredit and Coca-Cola (Coke is touring the World Cup trophy) are exploiting successfully this element. Unicredit is the 3rd Financial institution (after BBVA which sponsors the Spanish Liga and Barclays partnering the English Premier League) which is investing on the long term in football. A new trend?
The 2010 Tour will start in Munich and then go to Prague, Warsaw, Bratislava and Vienna from 15 September to 17 October. The full schedule is here.
If any of you attend the tour, feel free to send your pictures with the Champions League Trophy and I will put them online!