Nissan extends Champions League deal; taps Bale and Agüero to celebrate

Nissan has announced three-year extension of it’s partnership with UEFA Champions League for the 2018-21 cycle. The agreement also includes the UEFA Super Cup in 2018, 2019 and 2020.

To announce and to celebrate the news, Nissan Europe rolled out two videos starring Gareth Bale, Real Madrid forward, and Sergio Agüero, Manchester City striker. The first video welcomes UEFA stars on-board with Nissan, hailing them as ‘Engineers of excitement’.

The second video featuring on Gareth Bale is a celebration of his cup-winning goal against rivals Atletico Madrid in 2014. Nissan took Bale down to meet Madrid school children where he was tasked with recreating the winning moment.

Roel de Vries, corporate vice president, global head of marketing for Nissan, said,“We’re delighted to be extending this partnership for another three seasons, and it will continue to be at the very heart of our global marketing strategy. We’ve seen huge success from the partnership and the additional engagement it has allowed us to have with consumers.”

Nissan has also secured rights on the pre-match Center Circle Carriers and post-match Uefa Champions League Goal of the Week, presented by Nissan digital activation.

Commenting on the agreement, Guy-Laurent Epstein, Uefa events SA marketing director, said,“We are delighted to continue our partnership with Nissan after a very successful first cycle. They have become an integral member of the sponsor family and have been invaluable for the promotion of the competition on a global level.”

Jean-Pierre Diernaz, vice president, marketing, Nissan Europe, added that the partnership was integral in embedding the Asian brand in Europe. “In the coming years, we have an ambitious product plan supported with breakthrough technologies. Having the world’s most exciting sporting event as a partner is giving us the perfect platform to emotionally engage with our audience and drive brand preference, I am excited to see how innovative we will be together with UEFA in creating excitement for the fans.”

Since becoming an Official Partner of the UEFA Champions League in 2014, Nissan has been extremely active, leveraging their rights across a multitude of markets and a variety of communication platforms.