Via licensing, which is otherwise also referred to as merchandising, UEFA aims to create an emotional bridge between its competitions and the fans. UEFA's licensing programme allows football enthusiasts around the world to express their passion for football by owning a piece of UEFA's competitions, such as UEFA EURO 2012or the UEFA Champions League
For example, the UEFA EURO 2008 licensing programme combined the strength of the world's leading retailers with the creativity of manufacturers (licensees) from various industries. This resulted in around 3,000 EURO-branded products, supplied by 60 licensees and distributed in over 100,000 retail outlets around the world. From the iconic Official Match Ball, Official Video game and Official Sticker album to the vast range of gifts, toys and accessories distributed, the offer is growing at every tournament.
The UEFA Champions League is a competition that stirs emotions around the world. It is treated with admiration and respect by players and fans alike, who aspire to be part of football’s highest profile club competition. In recent years, the buzz associated with this brand has strengthened the UEFA Champions League appeal as a desirable property for licensees. The programme now serves up a diverse product ‘menu’ to fans, spanning several categories through 15 licensees. the UEFA Champions League licensed range concentrates on quality design through best-in- class licensees – for both massmarket and luxury products. The universally recognized “starball” mark is, of course, the prominent design characteristic of all licensed ranges.