How the Champions League Twitter account adds value for sponsors

May 24, 2018

One of the big topics we’re likely to hear a lot about over the next month or so is ambush marketing.

Every World Cup and Olympic Games the same question arises: how can events protect their paying sponsors from those non-sponsor brands who want to get a piece of the action? And if they can’t, how can sponsor brands protect their investment and ensure they get the most out of actually being a sponsor?

In the build-up to the Champions League final the official social media accounts of the tournament are in the spotlight. Whilst Liverpool and Real Madrid fans will be keeping an eye on the accounts of their own teams, the competition’s account will also be of interest.

Given that, this week presents an opportunity for the organisers to show off their sponsors and give a bit of extra value in a week where all eyes are on the final – after all, it’s not just that the Champions League final is the biggest event of the club season, but there really isn’t much else for football fans to do this week!

This is a time for retrospectives of the season. With the exception of Liverpool and Real Madrid, the other teams are mostly on beaches or reflecting on their long seasons. There are still play-offs and other such games, but most fans and most teams are now just looking forward to the World Cup.

The Champions League, and sponsor Playstation, have taken this opportunity to ‘recreate’ the goals of the season.

Then there are sponsors who are involved with the final itself.

The build-up to the game will culminate with the pre-match opening ceremony.

Often these things can be a little long-winded for those watching on who are really just there to see the game, but it does represent a chance to get some big names involved and give the opportunity to a sponsor to get their name on a part of the event many will be watching.

Adidas are another brand that is recognisable for its sponsorship of the tournament. A massive sportswear brand, they are also known for providing the match balls for the competition – the same as with the World Cup.

The German brand have teamed up with another recognisable name – this time in terms of social media influencers – the F2 Frestylers.

In order to promote their Tango Squad initiative, Adidas have released a trailer for a bigger video on the Champions League’s Twitter account in the week leading up to the final.

This is a chance for the tournament to add extra value to its sponsors in a week when all eyes are on only one game. With 21.5m followers on Twitter, the official Champions League account provides the perfect platform for promoting sponsors.

About author

Chris McMullan
Chris McMullan 831 posts

Chris is a sports journalist and editor of Digital Sport - follow him on Twitter @CJMcMullan_

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