Uefa targets Euro business media

GENEVA: Uefa, European football’s governing body, is using Weber Shandwick to bolster its relations with sports business media across the Continent.

WS has been briefed to'develop strategic comms', targeting European trade, marketing and business media, so Geneva-based Uefa can get its views across on issues such as sports rights.

The agency is working with Uefa's commercial division UMMM, which is tasked with generating revenue from sponsorship of national team competitions – such as Euro 2008 – and managing relations with commercial partners, such as broadcasters.

WS's remit spans the UK, Germany, Switzerland, Austria, Holland and Belgium. It primarily reports to Philippe Margraff, chief operating officer at UMMM, which was set up almost a year ago.

Geneva-based WS head of sport (Europe) Andreas Keller described sports business media as 'largely untapped' by Uefa. 

WS is also advising top Uefa comms staff, such as William Gaillard and Rob Faulkner. A priority for WS is boosting awareness of Uefa's Eurotop commercial initiative, which offers four-year sponsorship deals for Uefa-backed national team competitions to six companies.

The agency has already promoted a Uefa licensing deal with Warner Bros Consumer Products.

Uefa's flagship club competitions – the Champions' League and Uefa Cup – are promoted by Swiss firm TEAM Marketing.

WS's London office has a three-strong team on the account. It is working on the brief until January.

WS handled two projects for Uefa in June and July, promoting Women's Euro 2005 in England and the launch of the Euro 2008 logo.

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