Nissan taps Gareth Bale to celebrate its Uefa Champions League sponsorship extension

Nissan his signed a three-year extension of its Uefa Champions League coverage with a new video featuring Real Madrid forward Gareth Bale.

To celebrate the news, Nissan took Bale down to meet Madrid school children where he was tasked with recreating his cup-winning goal against rivals Athletico Madrid in 2014.

As the lynchpin of Nissan’s sports marketing, the brand expects a cumulative television audience of over 3.6 billion a season across the tournament.

Roel de Vries, corporate vice president, global head of marketing for Nissan, said: “We’re delighted to be extending this partnership for another three seasons, and it will continue to be at the very heart of our global marketing strategy. We’ve seen huge success from the partnership and the additional engagement it has allowed us to have with consumers.”

Nissan has also secured rights on the pre-match Center Circle Carriers and post-match Uefa Champions League Goal of the Week, presented by Nissan digital activation.

Commenting on the agreement, Guy-Laurent Epstein, Uefa events SA marketing director, said: “We are delighted to continue our partnership with Nissan after a very successful first cycle. They have become an integral member of the sponsor family and have been invaluable for the promotion of the competition on a global level.”

Jean-Pierre Diernaz, vice president, marketing, Nissan Europe, said the partnership was integral in embedding the Asian brand in Europe. “In the coming years, we have an ambitious product plan supported with breakthrough technologies, having the world’s most exciting sporting event as a partner is giving us the perfect platform to emotionally engage with our audience and drive brand preference, I am excited to see how innovative we will be together with UEFA in creating excitement for the fans.”

The partnership has been in place since 2014.

John McCarthy

John is an entertainment marketing reporter at The Drum. He writes about the amazing marketing stories coming from the movie, TV, music and video game industries. He's also the hunt for the weirder trends in marketing and advertising.

Fuelled by tea.

All by John