Contract details
Start date:
End date:
Status:
2018
2024
Official local sponsor
Leagues and Tournaments:
Expedia Group’s partnership with UEFA: A strategic overview
On August 15, 2018, Expedia Group embarked on a significant sponsorship journey with UEFA, becoming the official travel partner of the UEFA Champions League. This multi-year partnership marked the beginning of an ambitious collaboration that placed Expedia Group’s brands, including Expedia and Hotels.com, at the forefront of global football sponsorship.
Early phases of the partnership (2018-2021)
Initially covering the 2018/19 through to the 2020/21 seasons, Expedia Group was granted exclusive sponsorship rights for major UEFA tournaments, including the UEFA Champions League, UEFA Super Cup, UEFA Youth League Finals, and the UEFA Futsal Champions League Finals. During the first two seasons, Hotels.com became the prominent brand under this partnership, with its logo frequently displayed on LED boards during Champions League matches, enhancing brand visibility among millions of fans worldwide.
By the 2020/21 season, Expedia replaced Hotels.com as the main brand, broadening the exposure for the travel giant across various UEFA events.
Sponsorship extension in 2021
Recognizing the value of the partnership, Expedia Group extended its sponsorship deal for an additional season on August 10, 2021. The company continued as the Official Travel Partner for the 2021/22 UEFA Champions League, further solidifying its influence within European football. Both Expedia and Hotels.com played key roles in leading this engagement, with sponsorship rights covering UEFA’s marquee events, including the UEFA Super Cup and UEFA Youth League Finals.
We are pleased to extend our UEFA @ChampionsLeague sponsorship with @hotelsdotcom and @Expedia, offering football fans worldwide the best way to get back to the stadium and beyond for the 2021/22 Season 🌍⚽️✈️ #UCL https://t.co/8ADLyyThy2
— Expedia Group (@ExpediaGroup) August 10, 2021
Expansion with Expedia Live Travel Hub (2023)
On February 1, 2023, Expedia Group took its collaboration with UEFA to new heights by launching the Expedia Live travel hub in Europe. This innovative platform catered specifically to football fans in key markets, including the United Kingdom, Germany, and France, offering tailored travel options, comprehensive city guides, and expert advice. The goal was to simplify travel planning for fans attending matches across Europe.
Additionally, Expedia Group became a regional partner in the United States, allowing the brand to extend its reach into the growing football fanbase in America. As part of this expansion, Expedia Group secured global supplier and licensing rights from the beginning of the 2023 UEFA Champions League Knockout Stages, which started on February 14, 2023, through to the end of the 2023/24 season.
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