European football’s governing body Uefa has signed up online food delivery company Takeway.com as a sponsor for next summer’s Euro 2020 competition.
The brand becomes the tournament’s official food delivery services partner and will be afforded stadium advertising as part of the deal.
In addition, it will develop a player escort experience for children and offer its customers the opportunity to win thousands of tickets.
The tie-up represents a further addition to Uefa’s portfolio of digital sponsors for Euro 2020. It has already signed up travel website and search engine Booking.com and digital payment service Alipay.
Guy Laurent-Esptein, marketing director of Uefa, said: ‘’Adding another digital native company to our sponsor family as our Official Food Delivery Service Partner, once again proves the strength of the Uefa Euro 2020 brand and confirms that we are on the right track with our digital strategy.”
For Takeway.com, the agreement is focused on expanding its global presence. This should be helped by the organisation of Euro 2020, which is being played across 12 countries in order to celebrate the 60th anniversary of the tournament.
The company’s chief executive, Jutse Groen, said: “The Uefa Euro 2020 sponsorship will add to our reach and will further establish Takeaway.com as a leading European household brand.’’
Sponsorships with firms from the food delivery sector are becoming more common in football. Rival brand Deliveroo agreed a Premium Partner contract with French Ligue 1 football club Paris Saint-Germain. Fellow competitor Uber Eats is the shirt sponsor of rival club Marseille, as well as the title sponsor of the French League.
During the 2018 World Cup, fast food giants McDonald’s utilised its agreement with Fifa to promote its delivery service, which was developed through its own deal with Uber Eats.