An in-depth look at the UEFA Champions League and Turkish Airlines sponsorship agreement

On September 5, 2022, UEFA announced that Turkish Airlines became the official airline partner for the UEFA Champions League. The deal also included sponsorship rights for key UEFA competitions such as the UEFA Super Cup, UEFA Futsal Champions League finals, and UEFA Youth League finals.

Importance of the partnership

The partnership gained special significance as the 2023 UEFA Champions League Final was set to be held at Istanbul’s Atatürk Olympic Stadium on June 10, 2023. This allowed Turkish Airlines to maximize its brand exposure through LED advertising at one of the most prestigious football events in the world. As part of the deal, Turkish Airlines also received the right to broadcast live UEFA Champions League matches on some of its aircraft, elevating the in-flight experience for passengers.

Expansion of Turkish Airlines’ sports sponsorship

This was not the first time Turkish Airlines had ventured into football sponsorship. The airline had previously served as the official aviation sponsor for UEFA Euro 2016.

In the fall of 2022, Turkish Airlines launched a promotional video as part of its UEFA Champions League partnership, which featured employees and football legends engaging with fans ahead of the final.

Global marketing campaigns

Turkish Airlines executed several marketing activations leading up to the 2023 Champions League final, producing a series of engaging promotional campaigns.

Notable videos included football legends like Steven Gerrard, Cafu, and Ronaldinho traveling to Istanbul, building anticipation for the final.

A highlight was the campaign titled “Chase the Ball,” which chronicled the adventures of Brazilian freestyler Adonias Fonseca, alongside Gerrard, Cafu, and Ronaldinho, in several European cities, culminating at the Atatürk Olympic Stadium.

Turkish Airlines’ broader engagement

Turkish Airlines enhanced its visibility by featuring the UEFA Champions League Trophy at various exhibitions, including at the Turkish Airlines Lounge Business at Istanbul Airport. The airline also held contests through its social media channels, offering fans a chance to win tickets to semifinal matches.

The Champions League-themed Airbus A330-300, launched in January 2023, further strengthened the airline’s association with the tournament.

Following the 2023 UEFA Champions League final, Turkish Airlines quickly transitioned to promoting the 2023/2024 season, continuing to provide travel packages and promotional content, helping fans stay connected to Europe’s biggest football competition.

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