FedEx sponsorships are a vital component of its international marketing strategy, designed to raise brand familiarity and awareness, enhance reputation, and strengthen the emotional connection with the broadest possible audience. FedEx sponsorship strategy are built around three pillars:
1. Drive brand exposure, awareness, and familiarity
2. Inform, inspire, and engage team members to become bigger advocates of the brand
3. Provide legendary customer experiences to increase loyalty and advocacy
Strengthening the FedEx brand in Europe is key, and as Official Sponsor of the UEFA Europa League (UEL), FedEx has deepened its commitment to fans and customers through a tactical and focused activation plan. As a result, FedEx has grown its business and expertise in Europe, breaking new ground in how sport sponsorship can deliver against multiple objectives on the biggest scale.
Now into the 5th year as a sponsor of the UEL tournament, the 2019/2020 season delivered a comprehensive activation plan. Significant media facing assets across broadcast and digital channels delivered 540 million hours of exposure (+73 million hours YoY) to an audience of over 700 million. The FedEx Player Mascot programme provided outstanding engagement opportunities for team members and their families, with over 1,500 applicants (+30% YoY). Finally, a focused tournament hospitality programme hosted 3,394 customers across Europe and, at the 2019 UEL Final in Azerbaijan, 98% of attendees rated their overall experience very good (+1% YoY), while loyalty and advocacy for FedEx were rated 86%.