UEFA, the governing body of European football, has announced the renewal of its sponsorship agreement with online food delivery service Just Eat. The partnership is set to continue until the end of the 2026-27 season.
Just Eat will maintain its status as the official food delivery partner for UEFA club competitions. This includes high-profile tournaments such as the UEFA Champions League, UEFA Europa League and UEFA Europa Conference League.
Additionally, Just Eat will retain sponsorship rights for other key events like the UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.
Just East Vice President of Brand, Susan O’Brien, said:
“Football and food delivery are a perfect match. We are very proud to partner with UEFA, as it gives us a unique opportunity to engage with football fans who can order their favourite food directly from our local platforms while watching their favourite teams play in the most prominent European football tournaments."
The company first partnered with the European Football Association in 2020 and has since been heavily involved in various competitions as a sponsor.
It has been revealed that due to its position as one of the principal sponsors of last season's UEFA Champions League final, the company saw a surge in orders from the UK as Manchester City won their first European crown, defeating Inter Milan in the final.
This partnership also extends to several off-pitch initiatives. One notable project is "Champions Innovate", which focuses on reducing single-use plastic packaging at various matches. In line with this initiative and adhering to UEFA’s Circular Economy Guidelines, innovative seaweed-lined packaging was introduced at several games.
Guy-Laurent Epstein, Marketing Director at UEFA, said:
“We are thrilled to continue our dynamic partnership with Just Eat as the official food delivery partner of UEFA’s men’s club competitions."
“We will also continue joint initiatives in support of UEFA’s mission to make our events and matches more sustainable and environmentally friendly.”
The extension of this partnership between two major players in their respective fields signifies more than just a business agreement; it represents an ongoing commitment towards enhancing fan experiences while promoting sustainability efforts within sports events.
As we look forward to more thrilling UEFA Champions League matches and other UEFA club fixtures between now and the end of 2026-27, this renewed alliance between Just Eat and UEFA should lead to more innovative and eco-friendly initiatives off the pitch.
