Ahead of the UEFA Europa League Quarter-Finals second-leg, Enterprise Rent-A-Car and UEFA launched an online ‘Mission: Masterclass’ video series starring former Manchester United FC players Dimitar Berbatov and Ben Foster.
Enterprise and the European governing body linked up with the former Red Devils’ teammates on a three-part film series exploring the technical and mental contest between attackers and goalkeepers running across rights owner and sponsor social channels.
Created by a joint team at sport and entertainment agency Fuse with marketers at UEFA and Enterprise and launched on 18 April, each ‘Mission: Masterclass’ episode features head-to head challenges and in-depth analysis of the keeper and striker mind-sets, skills and techniques needed to succeed. With a focus on free kicks, penalties and one-on-ones, the Bulgarian forward and English goalie reveal their own approaches and secrets and provide personal analysis, best practice and expertise while reliving standout UEL moments.
The content video series will roll out between the quarter finals and the 2023 UEFA Europa League Final – which will take place in Budapest on 31 May – and is also available on www.Enterprise.co.uk/uel.
The aim is to drive awareness of the sponsorship, build buzz around the tournament climax and boost brand engagement by providing fans with expert insight and entertainment.
The opening episode, ‘#MissionMasterclass: Berbatov vs Foster – Unveiling Secrets of the Perfect Penalty’, dropped on 18 April across brand and rights owner digital and social platforms including YouTube and Twitter.
Enterprise Rent-A-Car Vice President of Global Brand Marketing Kyle Sanborn explained: “In our ninth consecutive year as a UEFA Europa League partner, ‘Mission: Masterclass’ is yet another demonstration of our commitment to connect Enterprise Rent-A-Car customers and football fans to the UEFA Europa league. A tournament we’re incredibly proud to partner with.”
“The UEFA Europa League has seen some of the greats of world football play in the competition,” said UEFA Head of Sponsorship & Licensing Guillaume Sabran. “Thanks to our partnership with Enterprise Rent-A-Car and the ‘Mission: Masterclass’ series, we are able to give fans a unique insight into the psychological, physical and technical aspects of what it takes to compete in this prestigious competition.”
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This activation follows on from previous Enterprise UEL campaigns such as 2019’s Van Persie fronted ‘Road Trip’ and 2018’s ‘Legendary Journey’ with Michael Ballack, Freddie Kanoute and Robert Pires.
Enterprise Holdings, a self-described ‘provider of mobility solutions including car rental, fleet management, carsharing, vanpooling, truck rental, luxury rental, retail car sales and vehicle subscription, as well as travel management and other transportation technology services and solutions’ seeks to ‘make travel easier and more convenient for customers’.
The St Louis based private parent company Enterprise Holdings owns the Enterprise Rent-A-Car, National Car Rental and Alamo brands – all operated through an integrated global network of subsidiaries and franchises spanning 90 countries.
Original introduced in 1971 as the UEFA Cup, the UEFA Europa League is one of the European football governing body’s three major men’s club competitions – alongside the UEFA Champions League and the UEFA Europa Conference League.
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