Just Eat and UEFA announce multi-competition deal

22 Mar 2021

By: Sport Industry Group

Just Eat has announced a major new deal with UEFA, which will see it partner with a suite of men’s and women’s competitions run by the governing body.

The food delivery company, and its parent company Takeaway.com, have signed a multi-competition deal which will cover 11 different competitions, including the UEFA Champions League, the UEFA Women’s Champions League, the UEFA Europa League, and the UEFA Women’s EURO.

The deal also covers youth and futsal competitions, and comes on the back of its deal with UEFA to become the Official Food Delivery Platform of the rescheduled UEFA EURO 2020 competition, which is set to take place this summer. Just Eat recently appointed creative agency Dark Horses to run its sponsorship activation for the tournament, whose semi-finals and final are set to be staged at Wembley.

The deal with the UEFA men’s competitions will run from 2021 until 2024, while a four-year partnership to support women’s football across all age groups, will run through to mid-2025. 

In addition to its women’s football partnership, the food delivery company will also partner with UEFA's Together #WePlayStrong programme, which is aimed at encouraging more girls and women to play football.

“This is such an exciting time to be connected with women’s football, which is growing at an incredible rate and we are delighted to have Just Eat Takeaway.com joining us for the next four years,” said Nadine Kessler, UEFA chief of women’s football.  

“The 2021/22 season will see the women’s game move to new heights with the UEFA Women’s Champions League featuring a 16-team group stage as well as centralised marketing and TV coverage. Meanwhile, next year’s UEFA Women’s EURO in England promises to be our biggest national team competition yet.” 

Guy-Laurent Epstein, Marketing Director, UEFA, added: “Just Eat Takeaway.com are a market leader in their field and we were delighted when they joined as a UEFA partner for the UEFA EURO at the end of 2019.

“This latest deal to partner with 11 UEFA competitions, including the UEFA Champions League, the UEFA Europa League and Europa Conference League and all women’s competitions, shows their commitment to supporting all levels of football across Europe, while with their digital expertise, Just Eat Takeaway.com will be providing fans with an easy and seamless way to order food, as they simultaneously watch some of European football's biggest stars compete in some of the world’s most important club and national team competitions." 

As part of the deal, Just Eat Takeaway.com will have exposure opportunities such as stadium LED board advertising, as well as exclusive on-site activation experiences. 

“Our strategy is to pair our premium household brands with the most premium sport events on the planet,” said Jitse Groen, CEO and founder of Just Eat Takeaway.com (pictured above with colleagues Marijn Luchtman, Global Head of Sponsorship and CMO Maurine Alma.) 

“It is especially important for us to sponsor both the women’s and the men’s tournaments. Our brand is for everybody, and sports should be too. We share these goals with UEFA.”