Nissan is planning to "push the boundaries" of innovation with its latest global marketing campaign to promote its sponsorship of the UEFA Champions League.
Having replaced Ford as the Champions League’s automotive partner after 21 years, the Japanese car manufacturer has recruited soccer stars Andrés Iniesta and Thiago Silva as global ambassadors for the campaign.
The effort, which launched Tuesday night during Real Madrid’s UEFA Super Cup victory over Sevilla, aims to encapsulate the excitement of innovation, drawing comparisons between great soccer and new technology.
Barcelona star Iniesta and Brazil captain Silva appear in TV ads and will also make a series of personal appearances at match-day events and on social media on behalf of Nissan.
"As two of the game's leading players who have won multiple titles between them, [Iniesta and Silva] will bring their passion and enthusiasm to Nissan, and together we will innovate to excite the fans," said Bastien Schupp, VP of marketing for Europe at Nissan.
Speaking to Marketing earlier this year, Schupp revealed his primary objective is to use the Champions League to boost brand awareness across Europe.
"We’re very strong in the UK, but that’s not the case everywhere," he said. "The fact that we are present over 17 weeks, alongside the best players in the world, is a good platform."
Earlier this month, Nissan hired Ketchum to promote its sponsorship of the Champions League. Clare Pring, partner and MD of Ketchum's UK brand practice, will lead work on the account. The automaker is also an official partner of Manchester City.
This story originally appeared on the website of Marketing.