Just Eat slashes sponsorship team as it axes £40m Champions League deal a year early
Just Eat’s premature exit from its £40m-a-year Champions League partnership has coincided with the takeaway platform gutting its sponsorship department, City AM has learned. European football chiefs have been forced to bring forward the start of a partnership with Hyundai in place of Just Eat after it opted to terminate its Champions League deal a [...]
Just Eat has abruptly ended its £40 million annual sponsorship deal with the UEFA Champions League, leading to the termination of its sponsorship department. This move has prompted European football authorities to expedite a new partnership with Hyundai, starting a year earlier than originally planned. The Korean automobile manufacturer is set to become the official automotive partner of the Champions League for the 2027-31 cycle.
This strategic shift comes as Just Eat seeks to cut costs and restructure its operations. The food delivery giant, known for collaborations with high-profile artists like Snoop Dogg and Katy Perry, had spent heavily on marketing and sponsorship initiatives. Despite parting ways with the Champions League, Just Eat will remain a sponsor of the Europa League and Conference League for the upcoming season.
Hyundai's rapid entry into the partnership was facilitated by UC3, the joint venture between UEFA and European Football Clubs responsible for managing the competition's commercial rights. Relevent Football Partners is managing the sales for UC3's commercial rights in the new cycle, which includes Haier joining as a sponsor from the 2027-31 season.
Just Eat's association with UEFA began at Euro 2020, which was postponed due to the COVID-19 pandemic, and later expanded to include their men's and women's club competitions.
Written by urgent.news from City AM's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
