O NSORING
other, but also other clubs which
finish high in the national league
tables. The actual teams selected to
take part in the UEFA Champions
League will be decided on the basis
of the placings achieved by each
country's teams in the preceding
season.
More matches mean more brand
publicity, more hospitality and there
fore higher costs for the sponsors.
"That's true", says Mr Amiabel, "but
we are willing to pay that extra
money, since we get a multiple
return on every guilder we invest".
communication strategy involving,
for instance, broadcast sponsorship
('this programme was brought to you
by AmsteT), advertising and sales
promotion activities."
NEW FORMAT
With effect from the new season the
UEFA Champions League will have a
new format. The number of clubs
taking part will be increased from 16
to 24 and the number of matches will
climb from 61 to 85. Under the new
format not only last season's nation
al champions will play against each
