Amstel will continue for at
least another three years to
sponsor the UEFA
Champions League, the pre
stigious football tourna
ment for European national
league champions.
Sponsorship manager
Michael Amiabel says that
continuation is a logical
choice: The UEFA Champions
League is one of the most
successful sponsorships."
AMSTEl TO CONTINUE SPOI
UEFA (NAHPIONS LEAGUE
s
30
The credibility of the event, plus its
international status and quality con
tribute tremendously to awareness
of the Amstel brand. The viewing
figures are impressive: last season
European television stations devoted
a total of more than 1,400 hours to
the UEFA Champions League. The live
TV broadcasts - more than 750 hours
in all - were watched by 1.9 billion
soccer fans. Add to this the televised
match highlights and studio broad
casts, and the total number of
viewers last season amounted to
over 3.5 billion.
These enormous viewing figures
have given a great boost to consumer
awareness of the brand. Prompted
awareness of Amstel has climbed sig
nificantly, especially in countries like
Spain, Hungary and the United
Kingdom. The use of pitch-side
advertising boards helps to boost
brand awareness but, as Michael
Amiabel stresses, the importance of
boarding should not be exaggerated.
"Consumer research makes it clear
that simply placing boards around
the playing area is not enough.
Boarding must form part of a broader
