Just Eat is bringing its UEFA Champions League sponsorship to an early end, exiting the competition one season before its contract was due to expire as Hyundai and Haier move into the tournament’s revamped commercial portfolio.
The food delivery company will end its partnership with UEFA after the 2026/27 season, despite previously extending its agreement for another three years from 2024. Hyundai has immediately stepped into the vacant automotive category, while Haier will join the Champions League’s global partner roster when the new commercial cycle begins in 2027.
Just Eat’s decision reflects a broader shift in the company’s business priorities following a period of rapid growth during the Covid-19 pandemic.
Just Eat pulls out of Champions League deal
Just Eat first became a UEFA partner in 2021 after initially signing a sponsorship agreement around Euro 2020. The company subsequently expanded its relationship to include the Champions League and extended the partnership through the 2026/27 season.
The sponsorship helped reposition Just Eat as a more premium consumer brand. Marijn Luchtman, the company’s global head of sponsorships, previously told the SportsPro Podcast that its association with the Champions League changed perceptions of the business beyond its traditional image as a service for ordering takeaway food.
However, the commercial rationale has changed.
Just Eat experienced significant growth during the pandemic as consumers increasingly relied on food delivery services. As that growth slowed after lockdown restrictions ended, the company began reassessing its marketing and sponsorship investments.
Luchtman said the Champions League ultimately no longer fitted the needs of the business, making the decision to leave the partnership understandable from a strategic perspective.
Hyundai and Haier replace departing partners
Just Eat’s departure has created space for new brands within UEFA’s commercial portfolio.
Hyundai has taken over the automotive category with a five-year agreement running through 2031. The Korean manufacturer sees the Champions League as a platform to strengthen its presence across Europe, where it plans to launch five new models across 42 markets during the current campaign.
Haier, meanwhile, will become a global partner from 2027 under a four-year agreement covering the Champions League, UEFA Super Cup, UEFA Youth League and UEFA Futsal Champions League.
The deal adds another major Chinese brand to UEFA’s commercial ecosystem, following partnerships involving companies including Alibaba, BYD, Hisense, Oppo, TikTok and Vivo.
UEFA targets a larger sponsorship portfolio
The changes form part of a wider commercial overhaul led by Relevent Football Partners (RFP), which will manage the global commercial rights to UEFA’s men’s club competitions from 2027 to 2033.
Under the new model, UEFA plans to increase the number of partners from nine to 12 while offering longer-term agreements, with some premium partnerships running for six years.
AB InBev, Alibaba and PepsiCo have already agreed six-year premium partnerships covering UEFA’s three major men’s club competitions. Fanatics, Nike and Qatar Airways are also confirmed for the new cycle, while Bet365 is expected to become the betting partner.
The strategy is designed to increase the long-term value of UEFA’s commercial inventory as the organisation enters a new rights cycle.
For Just Eat, however, the Champions League partnership has reached its end earlier than planned. Its exit highlights the changing priorities of major consumer brands, while the arrival of Hyundai and Haier demonstrates how UEFA is using the commercial overhaul to replace departing partners and expand its sponsorship base.