MasterCard Worldwide has reaffirmed its commitment to sports sponsorship by extending its agreement with UEFA as official partner of the Champions League.
The three-year deal will run until the end of the 2011-12 season and will see MasterCard continue to leverage the sponsorship through its ‘payment systems’ product category.
Javier Perez, president of MasterCard Europe, says that sponsorships are a “critical” part of MasterCard’s global marketing approach.
“We will continue to use this platform to further deliver shareholder value by creating exclusive business-building opportunities for our customer financial institutions and merchants”, he says.
MasterCard joins Heineken, Sony and UniCredit as the fourth Official Partner for the 2009-2012 seasons.
At present, UEFA also has official partnership agreements with Ford, Vodafone and PlayStation, all three of which are due to expire at the end of this season.
The credit card company Mastercard recently launched its first corporate social responsibility-themed Priceless ad campaign in the UK as part of a partnership with The Eden Project organisation, The Big Lunch.