Western Union, a leader in global payment services, has become the new Global Partner and the Presenting Sponsor of the UEFA (Union of European Football Associations) Europa League, which is broadcast in more than 200 countries around the world and generates a cumulative audience of 1.3 billion viewers every season.
The UEFA Europa League is the world’s largest club competition, comprising 193 professional football teams from 53 countries.
This new partnership will run through to the UEFA Europa League Final in 2015 and provides Western Union with video, digital and social media content opportunities, and use of the UEFA Europa League brand assets. It also provides Western Union with a unique opportunity for worldwide brand visibility through its extensive network of 500,000 Agent locations in over 200 countries and territories
Diane Scott, executive vice president and chief marketing officer and president, Western Union Ventures, said: “We are delighted to become the Presenting Partner of the UEFA Europa League. What makes football truly unique is being universal, with an unmatched global appeal. As a brand in 200 countries worldwide, Western Union wants to enable its customers and partners to engage in the excitement of the UEFA Europa League, and provide them with opportunities and ways to do so anywhere on the planet.’
Marc Audrit, vice president Global Brand at Western Union, added: “Western Union’s partnership with UEFA is a fantastic opportunity to communicate our brand on a global scale. Awareness of the UEFA Europa League is totally global, with 92% of football fans internationally knowing of the competition, in places such as Mexico, Nigeria and Hong Kong. Over 1,400 players representing 113 countries were involved in last year’s competition.’
As part of its overall support for the UEFA Europa League, Western Union is developing a comprehensive marketing and communications programme that will seek to involve customers from around the world and the players in the competition in a unique and inspiring way.
2010 FIFA World Cup song star K’Naan was brought back to South Africa last year by Western Union to launch the company’s World of Better initiative. He spent a day with the soccer team from Noordgersicht Primary School and handed out renewable-energy SOccket footballs. The World of Better initiative was launched under Money for Better, Western Union’s global brand platform, which was an invitation to create a moment of “better’ in every day via the movement of money. The initiative aimed at giving back to the global community to help others have a better day and a better life.