FedEx and UPS are boosting brand awareness with two separate international sporting deals covering the UEFA Europa League and this summer’s Special Olympics respectively.
In Europe, FedEx will become the main sponsor of the continent’s second-most important football competition for clubs, the UEFA Europa League, in a three-year agreement running from the start of the 2015/2016 season until the end of the 2017/2018 competition. Some 192 teams from 54 European nations take part in the competition each year.
“As one of the most important European football Cup competitions, the UEFA Europa League is a perfect sponsorship for FedEx, which has a strong commitment to doing business across borders throughout the European region,” said Andrew Self, vice president, Marketing and Communications, FedEx Express. “The UEFA Europa League is an elite competition based on a foundation of grassroots football. It has a great mix of famous clubs and local teams, and reflects the genuine passion of fans across Europe. It is a great way for us to reinforce the commitment and passion that our employees demonstrate every day in all our markets across the region.”
Passion, inspiration and performance will be key themes across all marketing activities and will be reinforced through pitch side, stadium and press conference branding, FedEx pointed out. The sponsorship also extends into UEFA’s digital channels across desktop and mobile platforms. In addition, FedEx will deliver the trophy to the stadium for the final, where it will be hand-delivered to a UEFA delegate before making the journey to pitch side.
The sponsorship builds on FedEx’s extensive history of sports partnerships, including sponsorship of the ATP World Tour, 2014 Ryder Cup, PGA TOUR, and NFL.
In a separate move, UPS will serve as an official supplier to the Special Olympics World Games Los Angeles 2015 (LA2015). Designated a Games Supplier, UPS will donate its logistics expertise, warehousing and volunteers to help mobilise the Games that will see 7,000 athletes and 3,000 coaches visit Los Angeles from July 25-Aug. 2, 2015.
UPS Airlines will transport the high-profile Flame of Hope torch from Athens, Greece, via Cologne-Bonn and Philadelphia airports to Washington, D.C., and will deliver the lamps in time for the Law Enforcement Torch Run race for Special Olympics.
UPS will use its logistics expertise to coordinate the receipt, inventory, staging and movement of small parcel and freight from multiple staging locations throughout Southern California to all L.A.-based Special Olympics World Games venues. The company will also donate 10,000 square-feet of warehouse space to provide storage for apparel and equipment throughout the week-long event, while more than 300 UPS volunteers will donate 7,200 hours of hands-on support.
“We are excited to be part of the Special Olympic World Games,” said Noel Massie, UPS president of the South California District. “We can’t wait to support these inspiring athletes from around the world.”
According to organisers, the Special Olympics World Games will be the largest sports and humanitarian event anywhere in the world this year, and the single biggest event in Los Angeles since the 1984 Olympic Games.
