Ford ends 21-year UEFA Champions League sponsorship with 'Mustang Moment'

Ford: plans to end its UEFA Champions League sponsorship this year
Ford: plans to end its UEFA Champions League sponsorship this year

Ford is planning on revealing a specially made spot to promote its Mustang model at the UEFA Champions League Final in Lisbon this year, marking an end to its 21-year sponsorship.

Ford began its support of the UEFA Champions League at the inception of the tournament in the 1992/93 season, and has used the event to launch several car models over the past two decades, including the Ford S-Max, the Kuga, and new generations of the Fiesta, Focus and Mondeo.

The "special activation" for the Mustang this year, which Ford has not yet revealed details of, is expected to be seen by 300 million television and online viewers in more than 200 countries, as the new model goes on sale across Europe next year for the first time in the car's 50-year history.

The activity will be amplified through work at the UEFA Champion's League festival in Lisbon from 22-25 May, supported by digital and social media work.

Stephen Odell, president, Ford of Europe, Middle East and Africa, said: "With the arrival of Mustang in Europe, we are finishing on a high point our long-standing sponsorship of the UEFA Champions League.

"While both Ford and UEFA have benefitted from our partnership, now is the right time for Ford to move in a new direction, as we accelerate our product launches in Europe with more than 25 new vehicles coming over five years

"As Ford evolves in Europe with exciting new vehicles like the Mustang, the Edge SUV and the Ford Vignale line, as well as remarkable technologies like SYNC 2, we also need new and innovative ways to communicate with customers, for example, by dialling up digital and social communications."

This will not include driverless cars however, a concept that Ford ruled out at Mobile World congress last month, believing that "the driver should be in control and always able to step in." 

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