Allianz launches Champions League campaign

Allianz is to launch a marketing campaign to promote its title sponsorship of the stadium that will host the UEFA Champions League final this weekend after all non-sponsors of the tournament were forced to remove their branding from the venue.


The financial company sponsors the Allianz Arena in Munich but has no official ties to UEFA’s premier tournament. It means that Allianz along with other Bayern Munich sponsors such as T-Mobile and Burger King have had all branding removed from the stadium until after the match this Saturday (19 May) between home team Bayern Munich and Chelsea.

The game is expected to attract more than 100 million television viewers around the world. Last year’s final between Manchester United and Barcelona drew a worldwide audience of 178 million, the highest of any sporting event in 2011.

To keep its profile high ahead of the match, Allianz is running a ‘Hoam Sweet Hoam’ print campaign this Saturday to promote the arena as the home of the company and not just that of resident clubs Bayern Munich and TSV 1860 Munich.

Adverts, created by advertising agency Grey, will appear in both German and English magazines and will be backed by a virtual 3D tour of the stadium on the company’s site.

It marks the latest part of Allianz’s ‘Destination Allianz Arena’ global campaign. Last weekend, (12 and 13 May), the company set up a 3D art installation at Westfield, London with former Liverpool, Bayern Munich and Germany midfielder Dietmar Hamann.

Allianz has also used its Facebook page to host a series of competitions and polls around the final.

Dr Christian Deuringer, head of global brand management of Allianz SE, says: “No one knows the Allianz Arena better than Allianz but we knew not everyone would make it out to Munich to experience the game.

“We wanted to share our world famous football stadium with all football fans in London and beyond, so this artwork is a fantastic way to be part of one of football’s biggest events.”

Elsewhere, UEFA’s official Champions League sponsors, Sony, Heineken, Mastercard and Ford are set to launch a raft of advertising campaigns this weekend in Munich in a bid to exploit the level of public interest the match will generate.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here