NYON: Mastercard has renewed of its UEFA Champions League partnership for the 2021–24 cycle, continuing its long-running relationship which began in 1994. The agreement also includes sponsorship rights for the UEFA Super Cup in 2021, 2022 and 2023.

Thus is has followed Heineken in becoming the second partner to commit to sponsoring the UEFA Champions League from 2021–24.

Guy-Laurent Epstein, UEFA’s marketing director, said: “Longevity is instrumental in building successful partnerships, and we are delighted to extend our relationship with Mastercard, particularly at this difficult and uncertain time for fans and sports across the world.

“Partnering with a global brand such as Mastercard presents many benefits and opportunities for UEFA and we are excited about continuing our excellent relationship over the coming years. As an industry-leading technology company, we look forward to further collaboration with Mastercard as the role of digital companies becomes increasingly important in building deeper connections with global audiences.”

For more than 25 years, Mastercard has been a proud supporter of Europe’s premier club competition, involved with player mascots, both virtually and eventually physically on the pitch – once the situation concerning the COVID-19 pandemic improves.

The semi-finals and final of the UEFA Champions League in August, as well as the UEFA Super Cup the following month, saw youngsters suffering from life-threatening illnesses meeting the players virtually as they entered the stadium.

The worldwide sales of all UEFA club competition sponsorship rights are being carried out by TEAM Marketing AG on UEFA’s behalf.