Uefa gives go-ahead for sleeve sponsors in club competitions – SportsPro Media - Techy Hunters

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Thursday, July 1, 2021

Uefa gives go-ahead for sleeve sponsors in club competitions – SportsPro Media

Expanded inventory covers Champions League, Europa League and new Europa Conference League.

Uefa gives go-ahead for sleeve sponsors in club competitions

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  • New sponsor can feature on left sleeve
  • Stipulations include limits on size and preference for brand to already be partnered with club in domestic competitions
  • Move designed to help teams recoup lost revenues

Uefa, European soccer’s governing body, has given the green light for clubs playing in its competitions to have sleeve sponsors from next season.

The updated equipment regulations from Uefa state that a team ‘may advertise up to two playing attire sponsors’, one of which can be displayed on the left sleeve.

The new inventory, however, does come with the stipulation that the sponsors should, in principle, be used on a club’s playing shirt in a domestic competition.

If the sleeve sponsor is not used in domestic competition, then the sponsor must be either another playing attire sponsor – such as one featured on the back of the shirt or on the shorts – or be a non-playing attire sponsor used in a domestic competition, such as a training kit partner.

If a team has no sleeve sponsor that complies with those regulations, a club ‘may replicate the front of shirt sponsor or use the team’s approved playing attire manufacturer as its sleeve sponsor’, Uefa adds.

The regulations cover Uefa’s club competitions, including the Champions League, Europa League and new Europa Conference League.

Sleeve sponsors have already been introduced across several of Europe’s biggest domestic leagues, but have yet to feature in Uefa competitions up to this point.

Until now, the left sleeve has primarily been used to show Uefa’s ‘respect’ logo that promotes the organisation’s social responsibility programme.

The move from Uefa will look to help clubs recoup lost revenues as a result of Covid-19, though it has yet to be clarified if the expanded inventory will continue beyond the 2021/22 campaign.

In May, Uefa forecast that clubs across all tiers of European soccer are forecast to miss out on €9 billion (US$10.7 billion) in revenue for the 2019/2020 and 2020/2021 financial years as a result of the pandemic.



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