Contract details
Start date:
End date:
Status:
2018
2022
Official travel partner
Leagues and Tournaments:
UEFA and Expedia Group partnership: Overview and evolution
On August 15, 2018, UEFA announced a significant sponsorship agreement with Expedia Group, marking the travel platform’s entry as the official travel partner of the UEFA Champions League. This partnership covered three seasons, starting in 2018/19 and extending through to the 2020/21 season. As part of the deal, Expedia Group’s brands, including Expedia and Hotels.com, were granted sponsorship rights not only for the UEFA Champions League but also for other major tournaments such as the UEFA Super Cup, UEFA Youth League finals, and the UEFA Futsal Champions League finals.
Branding activation and sponsorship highlights
During the first two seasons of this partnership, Hotels.com was prominently featured across LED boards during UEFA Champions League matches, solidifying its visibility among millions of football fans worldwide. Starting in the 2020/21 season, Expedia replaced Hotels.com as the front-facing brand for these sponsorship rights.
Extension in 2021
On August 10, 2021, Expedia Group extended its sponsorship agreement for an additional season, continuing as the Official Travel Partner for the 2021/22 UEFA Champions League campaign. Both Expedia and Hotels.com played lead roles in the partnership, with sponsorship rights again covering multiple UEFA tournaments, including the UEFA Super Cup and the 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 in 2023: Expedia Live Travel Hub
On February 1, 2023, Expedia Group took its partnership with UEFA further by signing two additional agreements. These deals introduced the Expedia Live travel hub in Europe and positioned Expedia Group as a regional partner in the United States. Through Expedia Live, fans in the United Kingdom, Germany, and France gained access to dedicated travel options, city guides, and expert advice when planning trips to watch their favorite teams compete in away matches.
Additionally, Expedia Group secured global supplier and licensing rights from the start of the UEFA Champions League knockout stages on February 14, 2023, through to the end of the 2023/24 season.
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