UEFA calls in Vero for PR support amid club finance clampdown

European football's governing body has hired Vero Communications to support its PR initiative as it seeks to police the amount of money that clubs spend on players.

LONDON: European football's governing body has hired Vero Communications to support its PR initiative as it seeks to police the amount of money that clubs spend on players.

Vero, which is chaired by former UEFA director of communications and public affairs Mike Lee, is providing support on a range of issues, as well as promoting major milestones in the European soccer calendar. 

The agency will work with Pedro Pinto, chief of press for UEFA’s president, who took on the role after nearly seven years with CNN.

Last month, UEFA revealed that it was investigating 76 soccer clubs for possible breaches of its Financial Fair Play rules, which are intended to prevent clubs from spending more than they earn.

The governing body has also tried to reform international soccer. It revealed on Thursday the further details of its proposed Nations League tournament that will give countries an extra chance to qualify for the quadrennial European Championships.

"UEFA is implementing important new initiatives such as Financial Fair Play and is further promoting our national team and club competitions," Pinto said. "We therefore welcome the support of Vero to help us strengthen our communications in these areas."

Lee, who worked at UEFA between 2000 and 2004, noted that "with an evolving European football landscape, UEFA is playing a key role in shaping the future."

"We are delighted to be joining the team to help develop and deliver effective communications to stakeholders and the international media," he added.

This story originally appeared on the website of PRWeek UK.

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