Contract details
Start date:
End date:
Status:
2014
2018
Ambassador
José Mourinho and Jaguar: A Prominent Brand Partnership in Sports Marketing
In 2014, José Mourinho, the well-known football manager, joined Jaguar as a UK brand ambassador, aligning the luxury automotive brand with one of football’s most influential figures. This collaboration was inaugurated in February 2014 at an exclusive launch event for the Jaguar F-Type Coupé held in Canary Wharf, London. The event gathered British sports personalities, musicians, and Jaguar’s key brand figures, including José Mourinho, Olympic boxing champion Anthony Joshua, and TV presenter Gary Lineker, creating a memorable moment for Jaguar’s entry into the UK luxury sports car market.
Jaguar F-Type Launch Event and Publicity
The F-Type Coupé launch, hosted by Jaguar Land Rover UK Managing Director Jeremy Hicks, allowed Jaguar to introduce its latest sports car to an enthusiastic audience. During the event, Mourinho expressed his admiration for the car’s design and power, humorously sharing that his team thought it was “too cool” for him. This playful interaction highlighted Mourinho’s charisma and Jaguar’s appeal as a luxury brand, reaching fans of both the automotive and football worlds.
The 2014 “Mourinho Challenge” Campaign on Social Media
In June 2014, Jaguar launched “The Mourinho Challenge,” a Pan-European social media campaign encouraging fans to showcase their football expertise during the 2014 FIFA World Cup. Through an interactive app, participants across Europe could predict World Cup match outcomes and compete with friends on a leaderboard. The ultimate prize—a three-month Jaguar F-Type Coupé experience—added excitement for fans eager to test their skills. The campaign, which featured Mourinho-themed content on Jaguar’s social channels, underscored Jaguar’s innovative approach to sports engagement, blending football and luxury experiences.
Winter Driving Experience and Factory Visit
In 2016, Jaguar continued to spotlight Mourinho’s ambassadorial role with an exclusive winter driving experience. Held in an icy setting, the campaign featured Finnish professional driver Tommi Karrinaho, who joined Mourinho in a demonstration of Jaguar’s precision handling in extreme conditions.
Additionally, Mourinho visited Jaguar’s UK manufacturing plant, giving fans a look into the brand’s commitment to craftsmanship and quality.
Brief Return in 2018 for the Jaguar XF Sportbrake Promotion
Although Mourinho’s primary contract with Jaguar concluded in 2017, he made a brief return in 2018 to help promote the Jaguar XF Sportbrake. In a unique promotional event, Mourinho surprised a group of schoolchildren by arriving in the XF Sportbrake, demonstrating Jaguar’s commitment to family-oriented features and community outreach while maintaining its luxurious appeal.
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