Sponsorship plays an important role in helping FedEx deliver on its international marketing strategy. With the brand growing across the world, FedEx seeks to integrate its sponsorships across its global network.
FedEx became an Official Sponsor of the UEFA Champions League (UCL) for the 2021-24 cycle. The ambition was to use the global platform of the UCL to support core business objectives across its global business.
The UEFA Champions League delivers an average 1.3billion live match audience, has one of the largest digital sports platforms globally and one of the most watched football matches in the world – The UEFA Champions League Final.
As a truly global event, the UEFA Champions League Final 2022 in Paris, France, gave FedEx the opportunity to deliver on four business objectives when global interest in the competition is at its peak:
- Drive global brand awareness and familiarity
- Support corporate, CSR and commercial goals
- Provide legendary customer experiences to increase loyalty and advocacy
- Inform, inspire, & engage employees
The Final programme saw a global shift in activating one of the largest sporting events on the planet. Over 110 million live viewers tuned in globally, 300 customers from global markets attended the Final, employees were rewarded through engagement opportunities and FedEx international markets utilised rights to run in-market competitions and screening events.
The FedEx sponsorship activation programme of the UCL Final Paris 2022 demonstrates how effective a targeted event delivery can be in supporting business and sponsorship objectives at a global scale.