UEFA Champions League: From sporting event to marketable brand

This paper looks at how sport has begun to learn from fmcg marketing by transforming its substantial assets — its events and competitions — into fully fledged brands which can enjoy international status and have significant commercial value. While there have been attempts to emulate the fmcg strategy of brand extension through initiatives such as club-branded credit cards, cheque books, soft drinks, and even champagne, the commercially-aware football industry is still a relative newcomer to marketing. However, with a popular and unique product (soccer), a huge and international consumer base (its fans) and guaranteed distribution channels (through television programming), the building blocks for creating a robust, long-term brand are already in place.