Enterprise Rent-A-Car has signed a new three-year agreement to continue as an Official Partner of the UEFA Europa League. The sponsorship of one of UEFA’s most prestigious European club football competitions will continue through to the UEFA Europa League Final in 2021.
The UEFA Europa League is contested by clubs from 55 countries across Europe and each season attracts a cumulative global TV audience of 980 million. The partnership with the world’s largest professional club football competition gives Enterprise Rent-A-Car the opportunity to increase its global brand awareness, build consumer loyalty and engage with its markets across Europe.
Since the start of the partnership in 2015, Enterprise Rent-A-Car, which is part of the world’s largest car rental company, Enterprise Holdings, has built considerable brand equity with fans across Europe by launching both pan-European and individual market promotions each season. Enterprise Rent-A-Car is currently running a competition that will see some lucky football fans travel to a match with either Marcel Desailly, Robert Pirès or Christian Ziege as ‘Backseat Pundits’ to provide insight into forthcoming matches. In addition, Enterprise Rent-A-Car offers fans of the UEFA Europa League discounts when they rent a vehicle in Europe.
Commenting on the announcement, Guy-Laurent Epstein, Marketing Director of UEFA Events SA, said: “Enterprise Rent-A-Car became one of our partners in 2015 and we are really pleased to continue the relationship for another three years and hopefully beyond. 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. We look forward to working together to further build the trusted fan base across Europe and help with their marketing initiatives, such as the ‘Backseat Pundit’, to bring the UEFA Europa League competition to life.”
Jim Stoeppler, Vice President of European Brand Marketing at Enterprise Rent-A-Car, added: “We are delighted to renew our UEFA Europa League partnership and build on the success of the first three years as we continue to invest and grow in Europe. 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.
“We have been able to demonstrate our commitment to delivering excellent customer service by engaging fans and supporting them on their journeys across Europe with special car rental rates. Enterprise Rent-A-Car has also been able to bring the UEFA Europa League closer to many fans by providing access to tickets, VIP match day experiences, trophy days and the chance to meet some of the game’s legends. We look forward to continuing our relationship with UEFA and helping more fans follow their teams across Europe.”
Enterprise Rent-A-Car becomes the third Official Partner of the UEFA Europa League for the 2018-21 commercial cycle, following the renewal of Amstel, and Kia Motors, who have become a new Official Partner to the competition.