Mid December sees UEFA Europa League partner Enterprise launch its latest tournament activation competition campaign called ‘Backseat Pundit’.
The car rental brand’s initiative is fronted by a team of European football legends – including Robert Pires, Marcel Desailly, and Christian Ziege – and offers four lucky fans a unique road trip experience through the competition’s knockout stages.
Teased in December across the brand’s digital and social channels,
Fancy a trip to a #UEL game with one of Desailly, Pires and Ziege? @UKEnterprise Backseat Pundit competition launches in January 2018!
https://t.co/vG7zNkF7J2 pic.twitter.com/hVrR21VlbK
— UEFA Europa League (@EuropaLeague) December 11, 2017
the Enterprise ‘Backseat Pundit’ competition launches in full in January 2018.
It offers four lucky winners (each can also invite along a friend) the opportunity to travel with Pires, Desailly or Ziege as their ‘backseat’ companion on route to a UEFA Europa League game.
Along the way, the fan needs to join the player ambassador in providing match related punditry and insight, while, once the road trip segment is over, winning fan pairs will enjoy a VIP stadium match experience that includes a ground and pitch-side tour, VIP hospitality, game tickets, as well as a seat at the post-match press conference with the other journalists and football pundits.
The competition officially launches on 15 January, 2018 and to enter fans simply need to submit a short video of themselves analysing topics in the UEFA Europa League to demonstrate that they have the punditry skills.
The winning entries will scoop a road trip to selected fixtures from the Round of 32 through to the Final in Lyon alongside Robert Pires, Marcel Desailly or Christian Ziege.
“We all know someone who thinks they are a bit of a football expert and whose views and opinions we have to put up with on the way to the game,” commented Pires at the campaign launhcc event.
“We are delighted to be working with Enterprise Rent-A-Car to change the experience for four lucky fans and their friends travelling to the game this season. We have more than 40 years’ professional footballing experience between us, so we’ve got plenty to share.”
Jim Stoeppler, Enterprise’s European brand marketing vice president, explained that the idea behind the initiative is built around Enterprise’s brand values and promise to provide “excellent customer service”.
“Our partnership with the UEFA Europa League enables us to deliver unforgettable experiences to football fans around the world,” commented Stoeppler.
“Our ‘Backseat Pundit Experience’ starts from the moment a fan leaves their house with their friends. They’ll be accompanied by one of our three legends who will give them a unique and memorable insight into the match ahead before they enjoy a VIP Match Day Experience and seats at the managers’ post-match press conference. It will be a truly unforgettable experience.”
Comment:
The activation fits in neatly with Enterprise’s core sponsorship strategy which sees the brand go #BeyondTheGame.
The idea is that for Enterprise, the adventure isn’t just on the pitch or in the arena, but that it starts well before the whistle blows back in living rooms, cars and in cities all over the world as fans set out to experience their passion points and the events they love.
Thus the brand aims to help fans go beyond the game and discover the culture and entertainment on offer in the host UEFA Europa League cities.
Last year, one example of this approach saw Enterprise bring the idea to life through #BeyondTheGame trip to eventual trophy winners Manchester,
which linked with a guide to the final host city of Stockholm (see https://www.enterprise.co.uk/en/inspiration/features/stockholm-city-guide.html)
Plus, in October the brand continued its ‘Trophy Visit’ initiative and took the cup to Liverpool (where Everton FC are competing in this year’s competition).
It was back in June 2015 that UEFA and Enterprise signed a multi-year agreement that saw the car rental brand become an official partner of the UEFA Europa League – joining official main partner FedEx and supplier adidas.
The sponsorship kicked-off in the 2015/16 season and runs through to the UEFA Europa League final in 2018.
The deal ensured Enterprise has access to a set of UEFA Europa League brand assets: including the anthem, logos and the iconic trophy.
“Sponsoring the UEFA Europa League is a big moment for Enterprise Rent-A-Car in Europe. Our first European office was established in the UK over 20 years ago, and now, through organic growth, acquisition and franchise partnerships, we have a business that spans almost every nation on the continent. We anticipate that this sponsorship will cement awareness of the Enterprise brand across Europe, and will help us to further engage with customers,” said Jim Stoeppler, Vice-President, European Brand Marketing at Enterprise.
“We would like Europeans to see us as both a global and a local business: one with relevance to their needs, and the commitment to provide access to mobility and the best service possible wherever they travel. In the US, we have seen our connection with customers grow through our support of sport, and we hope to see the same engagement through the UEFA Europa League.”
Links:
Enterprise
https://twitter.com/UKEnterprise
https://www.facebook.com/EnterpriseRentACarUK
https://www.youtube.com/user/enterprise
UEFA
https://www.uefa.com/uefaeuropaleague
https://www.facebook.com/uefacom
https://plus.google.com/+UEFAcom
https://www.youtube.com/user/UEFA
https://www.instagram.com/uefacom/
