Some of Uefa’s most influential commercial partners are delighted with the changes made to the scheduling of this year’s Champions League, according to the World Football Insider.
For this year’s tournament, Uefa has spread the tournament’s second round over eight matchdays instead of four and moved the final from Wednesday evening to late Saturday afternoon. May’s final at the Santiago Bernabeu in Madrid will be preceded by a week-long celebration of soccer, including the inaugural Uefa Women’s Champions League final.
Uefa marketing manager Gabrielle Saubran said that the governing body had looked to other sports for ideas on how to promote its showpiece final, but added: “We will monitor it. We will see if it meets the expectations of our sponsors, broadcasters and fans, but it’s something we want to do in the future.”
Both Niall Sloane, head of sport at British Champions League broadcaster ITV, and Paul Meulenjijk, head of sponsorship at long-term partner Mastercard, found it easy to see the benefits offered by the new format.
Sloane, speaking at last week’s Soccerex European Forum in Manchester, credited Uefa with showing “a flexibility and willingness to work with broadcasters that is not always present in other sports associations and indeed football bodies.” However, he admitted that the disappointing showing of English club Liverpool had been a minor setback for UK broadcasters, saying: “The extension of the round of sixteen from four match nights… would have been even better for ITV and [UK broadcast partners] Sky to see Liverpool get through to get significant domestic interest every [match] night. But even so I think the idea is right and it should work very well for us.”
For Meulenjijk, the change to the date of the final creates new challenges, with the earlier weekend kick-off likely to neccessiatate a greater focus on an Asian television audience and cause a change in the European viewing demographic. Ultimately, though, he was broadly optimistic. He said: “The final is now on a Saturday and that allows us to look at it from a different angle as well. During the week we can take people out, but [on a Saturday] it’s a family event – kids can come at weekends and it’s a lot easier to do that. From that perspective it’s a welcome change.”
Arsenal and Bayern Munich became the first teams to qualify from the expanded second round last night. 11,000 tickets for this year’s final went on general sale this week via the Uefa website, uefa.com. Uefa are keen to encourage families to attend the game, and have introduced youth packages comprising a ticket for a child and an accompanying adult.
For this year’s tournament, Uefa has spread the tournament’s second round over eight matchdays instead of four and moved the final from Wednesday evening to late Saturday afternoon. May’s final at the Santiago Bernabeu in Madrid will be preceded by a week-long celebration of soccer, including the inaugural Uefa Women’s Champions League final.
Uefa marketing manager Gabrielle Saubran said that the governing body had looked to other sports for ideas on how to promote its showpiece final, but added: “We will monitor it. We will see if it meets the expectations of our sponsors, broadcasters and fans, but it’s something we want to do in the future.”
Both Niall Sloane, head of sport at British Champions League broadcaster ITV, and Paul Meulenjijk, head of sponsorship at long-term partner Mastercard, found it easy to see the benefits offered by the new format.
Sloane, speaking at last week’s Soccerex European Forum in Manchester, credited Uefa with showing “a flexibility and willingness to work with broadcasters that is not always present in other sports associations and indeed football bodies.” However, he admitted that the disappointing showing of English club Liverpool had been a minor setback for UK broadcasters, saying: “The extension of the round of sixteen from four match nights… would have been even better for ITV and [UK broadcast partners] Sky to see Liverpool get through to get significant domestic interest every [match] night. But even so I think the idea is right and it should work very well for us.”
For Meulenjijk, the change to the date of the final creates new challenges, with the earlier weekend kick-off likely to neccessiatate a greater focus on an Asian television audience and cause a change in the European viewing demographic. Ultimately, though, he was broadly optimistic. He said: “The final is now on a Saturday and that allows us to look at it from a different angle as well. During the week we can take people out, but [on a Saturday] it’s a family event – kids can come at weekends and it’s a lot easier to do that. From that perspective it’s a welcome change.”
Arsenal and Bayern Munich became the first teams to qualify from the expanded second round last night. 11,000 tickets for this year’s final went on general sale this week via the Uefa website, uefa.com. Uefa are keen to encourage families to attend the game, and have introduced youth packages comprising a ticket for a child and an accompanying adult.
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