The 21-year partnership between Ford and the UEFA Champions League is bound to end when the 2014 UEFA Champions League final is staged in Lisbon on May 24, 2014. Ford first employed the UEFA Champions League platform in 1992/93, launching the new Mondeo. Ford has been using its sponsorship of the UEFA Champions League to launch several key products like the Ford S-MAX, Kuga and B-MAX, as well as the new generations of Fiesta, Focus and Mondeo.
For the final year, Ford will be launching the all-new Mustang at the Lisbon event. "Ford has been a UEFA Champions League sponsor since the inception of the competition in the 1992/93 season, and has greatly helped the competition grow over the last 21 years through a vast amount of promotional work and activities,” Guy-Laurent Epstein, marketing director of UEFA Events SA, said. He said the partnership has been a very cooperative and mutually beneficial one.
He noted that Ford’s link to the “world's premier club football competition” provided an ideal platform for the carmaker to connect with millions of fans and promote common values. “UEFA would like to thank Ford for its tremendous commitment and support over more than two decades," Epstein said.
"With the arrival of the Ford Mustang in Europe, we are finishing our long-standing sponsorship of the UEFA Champions League on a high note,” Stephen Odell, president of Ford Europe, Middle East and Africa, said. He remarked that it now the right time for the carmaker “to move in a new direction” as it accelerates new product launches in Europe. [source: Ford]