UEFA CHAMPIONS LEAGUE 2009-12

sport
the best of the best on the ultimate stage sportS contents

04 06 08 10 16 18 34 38 44 48 50 56 58 60
Presidential Message

respect

the best of the best

on the ultimate stage

what’s new 2009-12

strong foundations
1955-2009

players

coaches

clubs

fans

stadia

finals

the trophy

statistically the best

extraordinary football
18
lionel messi
20
franck ribéry

26 steven gerrard

22
RICARDO kaká

28
Gianluigi Buffon

30
cristiano ronaldo
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

04 Presidential Message 05

Thierry Henry once declared that the This tournament has also improved the quality
The football being played UEFA Champions League anthem made the hair of football across the whole of Europe and
today is of an exceptionally on the back of his neck stand on end. He said that
he knew he was about to play in a very special,
beyond. The football being played today is of
an exceptionally high standard. When a club
high standard. important game when that tune made its way such as FC Barcelona wins all three major trophies
down to the player’s tunnel. I feel the same as it is competing for, you realise what an incredible
my fellow countryman. There is nothing like feat that is. It also tells you that nowadays,
the setting, the stage and the experience of a you are much better off passing the ball around
UEFA Champions League night. The tournament and keeping possession to preserve your energy
brings so much happiness and excitement to for the many matches you play throughout
people because they can watch the very best the season.
European clubs and the best footballers compete
against one another. When I was a player, a We have a great team – made up of players,
decade could pass before you played against, clubs, supporters, associations, leagues, sponsors
say, the English champions. Now, with the and broadcasters all aiming for the best but
UEFA Champions League, this has become a lot ultimately, with respect for the game. For me,
more likely. At the same time, the competition the word ‘Respect’ encapsulates everything we
has become incredibly tough to win because of are trying to achieve. It is at the heart of football
the intensity of each match and the quality of in all aspects of the game; referees, opponents,
the opponents you meet from the group stage fans and the clubs. Values such as respect are
to the final. increasingly being ignored or overlooked in
many areas of life and this is why we have to
The UEFA Champions League has changed the reestablish them in football. The Respect badge
way professional clubs operate. They have to find that is embroidered on the player shirts is a
the resources to cope with the demands from symbol of this new direction and a proof of our
the qualifying rounds in July until the end of May, commitment to educate.
if they make it through to the last stage of the
competition. My philosophy is simple: we do not play against
each other, we play with one another.

Michel Platini
UEFA President
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

06 respect 07

UEFA’s campaign will help

protect the integrity, diversity
and dignity of the sport

Football is not an island. What happens on and In a social sense, respect means that everyone
off the pitch can have a tremendous effect on involved in football, from players to supporters,
society, for good and ill. That is why UEFA coaches to referees and club directors to the
launched the Respect campaign to ensure that media, should show respect for the difference
the European game sends out the right social, and diversity that enriches Europe. The colour
civic and humanitarian messages to the millions of the skin is invisible under the jersey and for
watching around the world. UEFA this will always be so. Xenophobia, violence,
sexism, racism and prejudice against those who
Respect means many things. In a competitive
have disabilities have no place in the beautiful
sense, it means respecting your opponent, the
game. That is why, for example, UEFA has created
officials, the laws of the game and the spirit in
and broadcast anti-racism adverts during
which the sport should be played. UEFA believes
UEFA Champions League matches to raise
that football can only continue to flourish and
awareness on issues surrounding discrimination.
prosper if matches at all levels of the game are
UEFA’s disciplinary bodies have made it clear that
played in a spirit of fair play. The fines raised
there is zero tolerance for discrimination of any
from competitors that fail to show respect
kind, violence on the pitch or in the stands or any
for opponents, supporters or officials are all
doping offenses. Respect is as fundamental a
donated to good causes.
part of football as competition. This new UEFA
campaign, which has already won the backing
of top players and coaches, will help protect the
integrity, diversity and dignity of the sport.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

08 09

The Best of the Best on the Ultimate Stage

defines the UEFA Champions League, particularly
the quality of football.
Sporting and commercial excellence combine
to create one of the most successful events
in the world of sport.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

10 what’s new 2009-12 11

• New Access and

With the conclusion of the 2008/09 season qualification
we look forward to the 2009-12 cycle.
UEFA has approached the new cycle with an evolution of changes to • new play-off format
round of 16 split
broaden the appeal of the greatest prize in European club football.

•
over four weeks
• weekend Final
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

what’s new 2009-12

New Access and new play-off round of 16 split weekend

qualification format over four weeks Final
Under the new UEFA Champions League format, 22 teams will
qualify for the group stage automatically: 13 as national champions,
eight as best-placed teams and one as the title holder. The other
ten places will be awarded on the basis of two completely separate
More champions
From 2009/10, the UEFA Champions League will contain more domestic
More decisive matches Maximising opportunity to view Eight-day event
The new qualification routes mean that it is likely that the play-offs From 2009/10, the first knockout round of 16 will run over four weeks From 2009/10, the UEFA Champions League final will kick-off
qualifying paths: the Champions Path (in which five national champions. In the first season of the new format, 18 teams that won will feature higher profile teams. The play-off will still be seeded instead of two, increasing the number of nights fans can watch the on Saturday at 20:45 Central European Time. The change means
champions will emerge from four qualifying rounds) and the their domestic league will be represented in the competition, up from by the coefficient ranking, but, with greater competition for the games from four nights to eight nights. This means that each match more accessibility to the final for all members of the family.
Best-Placed Path (in which five best-placed teams emerge from 15 in 2007/08, because 13 champions will go straight through to the limited places available, there is prospect of some mouth-watering night will feature two great games instead of four, making it easier The Saturday night kick-off means this showpiece fixture will mark
two qualifying rounds). group stage. must win games over the coming seasons. for supporters across Europe to watch as many games as possible. the culmination of an eight-day festival celebrating the best of
Historically the Round of 16 has included many matches which would European football and the host city’s distinctive, vibrant culture.

More countries
From 2009/10, the final play-off round will be centrally marketed
be worthy of a final so this can only be good for the fans.
for the first time, integrating this round of games into the
UEFA Champions League.

The new UEFA Champions League will be open to 52 of UEFA’s member

associations. Because the new format guarantees more places for
national champions, it is expected that at least three, and possibly
as many as six, more countries could compete in the group stages.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

16 strong foundations 1955-2009 17

The ‘Best of the Best’

2005 / Liverpool FC

2000’s
Real Madrid CF re-emerged as kings of Europe,
winning the UEFA Champions League in 2000 and
2002. Zinédine Zidane sealed the 2002 triumph,
the club’s ninth, with the volley of a lifetime. Such
success spurred the club’s great rivals: FC Barcelona,
1987 / FC Porto FC Bayern München, Liverpool FC, AC Milan and

1980’s Decade of diversity

Manchester United FC all conquered Europe.
Nine different teams from six countries won Liverpool FC’s 2005 success, their fifth, was
the trophy in the 1980s, with Aston Villa FC, the greatest comeback in any final. Many of
Hamburger SV, Juventus, Liverpool FC, these successes were built on Latin flair with
AC Milan, Nottingham Forest FC, FC Porto, Roberto Carlos, Ricardo Kaká, Cristiano Ronaldo

Foundations
PSV Eindhoven and FC Steaua Bucuresti (the first and Lionel Messi leading their teams to glory.
champion from eastern Europe) sharing the spoils
1956 / Real Madrid CF in the tournament’s most competitive ten years.
1950’s
Spanish domination

In a decade of upsets, the competition often

Real Madrid CF’s all-star team, which included turned on moments of sublime skill, such as the
1971-73 / AFC Ajax

1970’s
nonchalant back-heeled equaliser by Algerian

Total football
greats such as Alfredo Di Stéfano, Ferenc Puskás,
Raymond Kopa and Francisco Gento, won the first
1974-76 / FC Bayern München midfielder Rabah Madjer which put FC Porto on
five European Champion Clubs’ Cups in emphatic the road to an unexpected victory in 1987 against
style. This team always believed it could outscore AFC Ajax dominated European football in the FC Bayern München.
opponents and its legendary reign culminated in early 1970s, winning three European Cups with
a glorious 7-3 victory over Eintracht Frankfurt in a fluid, exhilarating style called Total Football in
which Puskás became the only man to score four which players swapped positions and Johan Cruyff
in a final and Di Stéfano, who scored a hat-trick, became, Franz Beckenbauer said, “the greatest
scored in his fifth final in a row. footballer Europe has produced”. Beckenbauer’s
FC Bayern München monopolised the trophy
between 1974 and 1976, inspired by the unerring
marksmanship of Gerd Müller who scored 35 goals
in 35 games in the competition. Liverpool FC’s
victory in 1977, the first of two back to back wins,
was the first of six English triumphs in a row.

1994 / AC Milan
1968 / Manchester United FC
1960’s Home grown talent

1990’s
Italian domination
In the 1992/93 season, the competition format
Latin flair continued to dominate the competition
changed to become the UEFA Champions League.
as SL Benfica and FC Internazionale Milano both
This innovation was matched by Arrigo Sacchi’s
recorded back-to-back victories. That was until
AC Milan, tactically the most creative winners
1967 when Celtic FC became the first winners
of the competition since AFC Ajax in the 1970s.
from northern Europe, with all squad players
Under Sacchi and Capello, the Rossoneri reached
born within a 30 mile radius of the club’s ground.
four finals in the 1990s, beating Johan Cruyff’s
In 1968, Sir Matt Busby’s Manchester United FC,
FC Barcelona Dream Team 4-0 in 1994. Juventus
starring the great George Best and Bobby Charlton
replaced AC Milan as the best team
won the trophy, honouring the memory of the
in Europe in the late 1990s but, despite the
Busby Babes, the great young team which
presence of such talents as Alessandro Del Piero
had perished in the Munich air disaster ten
and Zinédine Zidane, won only one of three
years before.
consecutive finals.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

18 PLAYERS 19
 THE BEST OF THE BEST THE BEST OF THE BEST
Lionel Messi Lionel Messi

Nationality Argentinian Once in a generation, a player comes along to

Date of birth 24.06.1987 whom nothing seems impossible. Lionel Messi
Shirt number 10
Position Forward is such a player.
UEFA Champions League appearances 34 FC Barcelona’s Argentine NoJTTP¿VFOU USJDLZ
UEFA Champions League goals 17
and fast he can look as if a computer game designer
had created him. Even Diego Maradona is in awe:
Best UEFA Champions League moment ²)FGFFMTUIFCBMM UIBUµTXIBUNBLFTIJNEJGGFSFOU
Rising majestically in the air to head home from the rest.”
the goal that effectively sealed FC Barcelona’s
WJDUPSZJO3PNFJOUIF¾OBM Messi loves the UEFA Champions League.
The fans gave him a standing ovation on his
tournament debut, on 27 September 2005 against
Udinese Calcio. Inheriting Ronaldinho’s No10 jersey in
2008/09 inspired Messi to prove his greatness.
In blistering form, he struck twice in seven minutes
to defeat FC Shakhtar Donetsk, tormented
Olympique Lyonnais in the knockout round, set up
Andrés Iniesta’s dramatic goal against Chelsea FC in
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FC Barcelona’s second.

The more games you play

at UEFA Champions League
level, the better the player
you become. You are playing
against the best teams from
other countries, with the best
players in the world
Lionel Messi
Messi
Messi
Lionel
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

20 PLAYERS 21
 THE BEST OF THE BEST THE BEST OF THE BEST
Franck Ribéry Franck Ribéry

Nationality French Ribéry’s career got off to a nomadic start,

Date of birth 07.04.1983 XJUIGPVSDMVCTJOIJT¾STUGPVSZFBST
Shirt number 7
1PTJUJPO .JE¾FME But he made his name tormenting defences for
UEFA Champions League appearances 8 Olympique de Marseille and France in 2005/06.
UEFA Champions League goals 4 In 2007, FC Bayern München signed him for a
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with the Bavarian giants, he was voted Bundesliga
Best UEFA Champions League moment
player of the year and scored four in the 2008/09
First UEFA Champions League goal scored
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against Olympique Lyonnais in 2008/09
EFDMBSFUIBUIFBOE.FTTJXFSF²UIFHSFBUFTU
group stage.
players in the world, not footballers but dancers”.
Ribéry can threaten on the left or the right,
score goals and make them by running at
defenders or hitting the perfect cross.
#VUIFXPVMEOµUCFUIF²KFXFM³IFJTXJUIPVU
SFMFOUMFTTFOFSHZBOEB¾FSDFXJMMUPXJO

The UEFA Champions League

is a great thing for any player.
You get to experience special
days and meet outstanding
colleagues. Winning it has to
be our incentive and our goal
Franck Ribéry
Ribéry

Ribéry
Franck
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

22 PLAYERS 23
 THE BEST OF THE BEST THE BEST OF THE BEST
Ricardo Kaká Ricardo Kaká

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Date of birth 22.04.1982 Kaká can win games with shots from distance,
Shirt number 8
Position Forward a clever pass or by running at defences from
UEFA Champions League appearances 58 DFOUSBMNJE¾FME)JTGPSNXBTTPJNQSFTTJWFJO
UEFA Champions League goals 23 2006/07 as AC Milan conquered Europe, he was
top scorer in the UEFA Champions League with
ten goals, that he won France Football’s Ballon
Best UEFA Champions League moment
Eµ0SBXBSEJO5IFBDDPMBEFBMTPSF¿FDUFE
Lobbing the ball over two Manchester United FC
his professionalism. He is rarely booked and his
defenders and shooting across Edwin van
movement off the ball is almost as impressive
der Sar to score from a tight angle in the
as his superb, economical technique.
TFNJ¾OBMBU0ME5SBGGPSE
+PJOJOH"$.JMBOJO ,BLgXBTUIFCFTU
NJE¾FMEFSJOUIF6&'"$IBNQJPOT-FBHVFJO
2004/05. After Andriy Shevchenko left AC Milan,
UIF#SB[JMJBOCFDBNFUIF3PTTPOFSJµTGPDBM
point in 2006/07, scoring a hat-trick against
RSC Anderlecht, running almost the length of
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scoring three against Manchester United FC in
UIFTFNJ¾OBMBOEXBTJOTUSVNFOUBMJOCPUIHPBMT
BTUIFZEFGFBUFE-JWFSQPPM'$JOUIF¾OBM,BLgJT
POFPGUIFGFXTUBSTXIPDBOCMFOEUIF²GBOUBTZ³
UIBUNBLFT#SB[JMJBOGPPUCBMMTPFOUISBMMJOHXJUI
UIF²UBDUJDBMEJTDJQMJOF³OFFEFEUPTVDDFFEJOUIF
European game.

The UEFA Champions League

is the most important
competition we’re in - win
that and your names are
etched down in history
Ricardo Kaká
Kaká
Kaká
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

24 players 25

“The Welsh Wizard”

“El Siete” Scored in 13 UEFA Champions League
seasons and was on the scoresheet
Most goals scored in the history for 11 seasons in a row between
of the European Cup with 64. 1996/97 and 2006/07.
(UEFA Champions League & European Champion Clubs’ Cup). Ryan Giggs

“Il Capitano”
Nationality Welsh
Raúl González Date of birth 29.11.1973
Nationality Spanish Shirt number 11
Date of birth 27.06.1977 UEFA Champions League winner 1999, 2008
Shirt number 7 UEFA Champions League finals 3
UEFA Champions League winner
UEFA Champions League finals
1998, 2000, 2002
3 Most appearances in the history UEFA Champions League debut
UEFA Champions League appearances
v Kispest Honvéd FC, 15.09.1993
125

of the European Cup at 140.

UEFA Champions League debut v AFC Ajax, 13.09.1995
UEFA Champions League appearances 125
(UEFA Champions League & European Champion Clubs’ Cup). If anyone wants an example of how to
I believe that Raúl could have played in Paolo Maldini dedicate themselves to football, you could have
our great Real Madrid CF team. Nationality
Date of birth
Italian
26.06.1968
no greater example than Ryan Giggs
Shirt number 3
European Cup winner 1989, 1990, 1994, 2003, 2007 Sir Alex Ferguson, Manchester United FC Manager
Raymond Kopa, 1958 France Football Ballon d’Or winner and three-time
European Cup winner with Real Madrid CF European Cup finals 8
European Champion Clubs’ Cup debut v Vitosha Sofia, 07.09.1988
European Cup appearances 140

Maldini and Milan are one and the same.

Adriano Galliani, General Manager, AC Milan
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

26 PLAYERS 27
 THE BEST OF THE BEST THE BEST OF THE BEST
Steven Gerrard Steven Gerrard

Nationality English 0OFPGUIFNPTUDPNQMFUFNJE¾FMEFSTJO

Date of birth 30.05.1980 the world today, Steven Gerrard has been an
Shirt number 8
1PTJUJPO .JE¾FME inspiration as a captain, goalscorer and talismanic
UEFA Champions League appearances 76 presence for Liverpool FC. Offering a rare blend
UEFA Champions League goals 28 of tenacity and technique, Gerrard has led by
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and belief with his tackling, passing and shooting
Best UEFA Champions League moment
as the club has consistently reached the latter
His headed goal started the second half
stages of the UEFA Champions League.
comeback from 3-0 down for Liverpool FC
against AC Milan, eventually claiming their Gerrard has often saved his best for Europe,
¾GUI&VSPQFBO$VQPOQFOBMUJFT scoring when Liverpool FC won the UEFA Cup
in 2001 (when he was just 20), resurrecting the
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Olympiacos CFP in 2004/05 and heading the goal
that started the improbable comeback against
AC Milan in Istanbul in 2005. The inspirational
skipper overtook Ian Rush to become Liverpool FC’s
all-time top goalscorer in this competition in 2007.
Fittingly, he became the 16th player to score 100
goals for Liverpool FC with a powerful free-kick
against PSV Eindhoven in October 2008 and, on
his 100th appearance in UEFA club competitions,
Gerrard
scored twice against Real Madrid CF.

In the UEFA Champions League

you give everything. It does
take you a while to get over
the games, they’re really quick
and you’re playing against the
best teams
Steven Gerrard

Gerrard
Steven
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

28 PLAYERS 29
 THE BEST OF THE BEST THE BEST OF THE BEST
Gianluigi Buffon Gianluigi Buffon

Nationality Italian The nephew of a legendary goalkeeper, Lorenzo

Date of birth 28.01.1978 Buffon, with a weightlifter and discus thrower
Shirt number 1
Position Goalkeeper as parents, Gianluigi Buffon was destined to be
UEFA Champions League appearances 60 a sportsman. Buffon was promising enough as a
UEFA Champions League clean sheets 20 young keeper at Parma FC to make his full debut
when he was just 17, he won the UEFA Cup with that
club and was only 23 when Juventus signed him
Best UEFA Champions League moment
for a world record fee (for a goalkeeper) of €53m
His superb save against Filippo Inzaghi in the
back in 2001. Critics insisted the ‘Bianconeri’ had
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overpaid but Buffon soon proved his worth.
An agile, brave, commanding keeper, who positions
his defence shrewdly, Buffon has been known to
astonish his teammates with the quality of some
saves. First choice for Italy and Juventus, Buffon
has won every major honour in the Italian game as
well as the FIFA World Cup in 2006. The quality of
IJTQMBZIBTSBJTFEUIFQSP¾MFPGHPBMLFFQJOH POFPG
the game’s most underrated crafts. After Juventus
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Buffon was voted the most valuable player in the
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Buffon was voted best goalkeeper in the world
in 2007 for the second year running – the fourth
UJNFJO¾WFZFBST EFTQJUFQMBZJOHJO4FSJF#GPS
UIF¾STUTJYNPOUITPGUIFZFBS*OIF
Buffon
signed a new contract at Juventus, extending
his stay in Turin until 2013.

Top players are looking

for a situation where they
are almost guaranteed
UEFA Champions League
football every season
Gianluigi Buffon

Buffon
Gianluigi
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

30 PLAYERS 31
 THE BEST OF THE BEST THE BEST OF THE BEST
Cristiano Ronaldo Cristiano Ronaldo

Nationality Portuguese Cristiano Ronaldo can score all kinds of goals:

Date of birth 05.02.1985 Free-kicks, tap-ins, bullet headers and
Shirt number 9
Position Forward powerdrives from distance. All these skills in the
UEFA Champions League appearances 57 Portuguese No9’s repertoire have made him
UEFA Champions League goals 17 one of the world’s greatest players and prompted
Real Madrid CF to buy him for a world record fee in
the summer of 2009.
Best UEFA Champions League moment
)JTIFBEFSJOUIF¾OBMJO.PTDPX When Ronaldo joined Manchester United FC from
which put Manchester United FC 1-0 up Sporting Clube de Portugal in 2003, his pace and
against English Premier League rivals his stepover were his most obvious attributes.
Chelsea FC, eventually winning the game A relentless self-improver, Ronaldo has learned a lot
on penalties. under Sir Alex Ferguson and won France Football’s
Ballon d’Or and FIFA World Player of the Year in 2008
after scoring 42 goals in all competitions (eight in
the UEFA Champions League). Ronaldo has acquired
a deeper reading of the game, considerable aerial
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Ronaldo almost anywhere.
Ronaldo has scored many of the most memorable
goals in recent UEFA Champions League history,
notably his spectacular free-kick against his old
club Sporting Clube de Portugal in 2007, his goal
of a lifetime against FC Porto in the 2008/09
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counter-attack against Arsenal FC in the 2008/09
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him a natural heir to such Real Madrid CF legends
as Zidane, Figo and Di Stéfano.

The highlight of my
career was winning the
UEFA Champions League.
No one will ever erase that
from my memory
Cristiano Ronaldo

Ronaldo
Cristiano
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

32 PLAYERS - Remarkable Achievements 33

RooneySeedorf
Kluivert
only player to win the UEFA Champions League
with three different teams
youngest player to score a hat-trick in the
UEFA Champions League age 18 years and 339 days

Shevchenko youngest player to score in a UEFA Champions League

Crespo
final at the age of 18 years and 327 days

only player to score four goals away from home only player to have scored in the
in a UEFA Champions League match UEFA Champions League for five different teams

Lehmann record for most consecutive clean sheets

in the UEFA Champions League with ten
Leaders
SPORT UEFA CHAMPIONS LEAGUE 2009-12

34 Coaches - Champion Managers 35

2005
Rafael Benítez
A perfectionist, Rafael Benítez is the only

2009
coach to have won the UEFA Cup and

2003, 2007 2004

UEFA Champions League in successive seasons
with different teams (Valencia CF in 2004,

Carlo Ancelotti José Mourinho

Liverpool FC in 2005). The Spanish master ended
the Reds 21-year wait for a fifth European Cup
in astonishing fashion in Istanbul (the victory gave
Josep Guardiola
him “emotions that could not be expressed in FC Barcelona’s young manager won the

1995
The third man to win the European Cup as a coach Meticulous, flamboyant and opinionated, UEFA Champions League in his first season in
words”). His teams are famous for work-rate, shape,
and a player, Carlo Ancelotti has a remarkable José Mourinho proved that FC Porto’s 2003 fine style as his team scored a staggering 32
self-belief and the brilliance of such stars as Steven
record in the UEFA Champions League, steering UEFA Cup victory was no fluke by winning the goals. Josep Guardiola’s Barça side dominated
Gerrard and Fernando Torres.

Louis van Gaal

AC Milan to three finals in five years and winning UEFA Champions League with the same team possession, pressed opponents in midfield and
the tournament twice. No wonder he says: “The a year later. Famous for his exhaustive research attacked with fluency and variety. After victory
UEFA Champions League is the best competition into opponents, and the painstaking way he in Rome, he admitted: “You can’t buy this kind
Tactically flexible, methodical and indomitable, in the world.” A great team builder, Ancelotti has organises teams, Mourinho has won league titles of feeling. It can’t get any better than this”.
Louis van Gaal won the UEFA Champions League with encouraged such stellar talent as Andrea Pirlo, in three European countries. He admits he only An accomplished midfielder in his day, Guardiola
a talented young AFC Ajax side that gave everything Andriy Shevchenko and Ricardo Kaká to flourish. “kissed the trophy” in 2004 and is determined first won the trophy with FC Barcelona as a player
for him. One of Europe’s most respected coaches, His ability to build successful, entertaining teams to spend more time with it, hoping to win the under Johan Cruyff in 1992.
Van Gaal almost retained the trophy with the Dutch earned him a move to Chelsea FC in 2009. UEFA Champions League with two different clubs.
club in 1996, created a nearly great
FC Barcelona team which won La Liga twice and
reached the UEFA Champions League semi-finals
in 1999/2000 and won the Eredivisie with
AZ Alkmaar, a striking achievement that
prompted FC Bayern München to hire him.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

36 Coaches - Expert View 37

drama it’s hard to beat the

When it comes to
consistency, quality and
UEFA Champions League
1999, 2008
Sir Alex Ferguson The UEFA Champions League is the ultimate test
of a coach. There’s absolutely no doubt about
You can never win this competition enough.
It irks me that we haven’t won it as many times as
that. You’re on the big stage and to match yourself AC Milan and Real Madrid CF.
Sir Alex Ferguson won his two titles nine years
against the top coaches and to compete in all the
apart, which is the longest time between Teams don’t just shut up shop like they used
great European stadiums is really marvellous.
competition victories for a manager. He surpassed to. The big tactical change is the way teams
his mentors Sir Matt Busby and Jock Stein when he The preparation, the tactics, the quality of the counter-attack. In the old days, they’d counter
won the competition for the second time. teams, the excellence of the players’ technique, with one or two players. Now they counter with
the build up to an evening kick off, those are seven players and you have to be aware of
Under Ferguson, Manchester United FC have
just some of the reasons I always look forward that otherwise you can get killed. You have to
become one of the tournament’s most powerful
to European matches. You get a tingle on such be tactically aware as a coach to succeed at
clubs winning the tournament in the most difficult
nights. It is to do with the electric atmosphere, the very top and the UEFA Champions League
fashion: triumphing in a shoot-out in 2008 and
the floodlights, the occasion and the special is the very top.
with two goals in injury time in 1999.
competition between football cultures.
Interview took place April 2009.
A shrewd judge of players, and a great organiser When it comes to consistency, quality and drama
and motivator, Ferguson’s energy and consistency it’s hard to beat the UEFA Champions League.
have astounded rivals, with Josep Guardiola saying: Many of the matches have been absolutely
“How could I not admire a man who continually fantastic. We are talking about real top games.
achieves at the highest level, reinvents his team
and starts a new cycle of achievement?” Sometimes in this tournament players do the
unexpected, things that take your breath away.
I remember playing Juventus and Alessandro Del
Piero scored a remarkable goal of such audacity
and courage I thought, why can’t I have a player
like that. Cristiano Ronaldo did something just
as unexpected against Porto in 2008/09. Such
players can change a game and counter the
impact of any coaches.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

38 Clubs - Badge of Honour 39

Roll of Honour
Only five clubs have received the highly
coveted badge of honour. It is awarded only to
those clubs who have achieved true greatness
in Europe’s premier club competition.
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9
REAL MADRID CF Real Madrid CF have won 180 games and scored 678
goals, more than any other club in the competition.
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AC MILAN AC Milan have reached six UEFA Champions League
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 SPORT UEFA CHAMPIONS LEAGUE 2009-12

40 21 champion clubs 1956-2009 41

Champions No club trophy cabinet in Europe is complete

without the European Cup. Only 21 clubs from
ten nations have ever won this iconic piece of

of Europe
silverware. Only England have won the trophy
with four different teams – Aston Villa FC,
Liverpool FC, Manchester United FC and
Nottingham Forest FC – while Milan is the only
European city to have won the competition with
two clubs: AC Milan and FC Internazionale Milano.
For Europe’s biggest clubs, winning this
competition has become the yardstick by
which their seasons are judged.

56/57/58 61/62 63/69/89 64/65 67

59/60/66 SL Benfica
90/94/03 FC Internazionale
Milano
Celtic FC

98/00/02 07
Real Madrid CF AC Milan

68/99/08 70 71/72/73 74/75 77/78/81 79/80 82

Manchester
United FC
Feyenoord
95 76/01 84/05 Nottingham
Forest FC
Aston Villa FC

AFC Ajax FC Bayern Liverpool FC

München

83 85/96 86 87/04
Hamburger SV Juventus FC Steaua FC Porto
Bucuresti

88 91 92/06/09 93 97
PSV Eindhoven FK CRVENA ZVEZDA FC Barcelona olympique BV Borussia
de Marseille Dortmund
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

42 Clubs - Badge of Honour 43

Roll of Honour
Only five clubs have received the highly
coveted badge of honour. It is awarded only to
those clubs who have achieved true greatness
in Europe’s premier club competition.
5
LIVERPOOL FC Liverpool FC have never lost a penalty shoot-out
in Europe: defeating AS Roma in 1984, AC Milan in
5JUMFT 2005 and Chelsea FC in 2007.
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4
FC BAYERN MÜNCHEN FC Bayern München is the only club to have
won a domestic championship, domestic cup,
5JUMFT European Champion Clubs’ Cup, UEFA Champions

FC BAYERN MÜNCHEN
League, UEFA Cup Winners’ Cup, UEFA Cup,
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AFC AJAX In 1995, the year that they won the
UEFA Champions League, the Dutch national
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Ajax players.
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 SPORT UEFA CHAMPIONS LEAGUE 2009-12

44 Fans - Passion 45

with a single song

Fans can carry a
team to victory

Inspirational supporters can be as good as a twelfth

man on the pitch. That’s why 13 UEFA Champions League
clubs have retired their No12 shirts forever.
The most famous example of supporters coming to
their team’s aid is the 2005 Istanbul final. At half-time,
Liverpool FC’s remarkable comeback began with supporters
singing “We’re going to win 4-3!” so loudly the players
could hear their faith in the dressing room. The very best
European football inspires such fervour in stadiums
across the continent from Porto to Rosenborg and
Moscow to London.
 Joy
SPORT UEFA CHAMPIONS LEAGUE 2009-12

46 Fans - What They Say 47

“Passion”

“Elite”
Say UEFA Champions League to any football fan

“Compelling” and, whether they follow a team involved in the

competition or not, the same emotive responses

“Tension”
are stirred. Renowned as the most prestigious
and best club football competition in the world,
the “best of the best on the ultimate stage” is
truly at the heart of the famous competition.
Fans agree, 79% agreed that, regardless of
clubs competing, the UEFA Champions League

“Thrilling”
is the pinnacle of club football*. The unique
opportunity to see on an annual basis the best
players from around the globe, the best clubs
and the best coaches allows fans to experience

“The Ultimate”
“Heritage”
a style and flamboyance that has become
synonymous with the UEFA Champions League.
This can be seen from the words fans associate
with the tournament.
* UEFA day-after recall survey 2008/09 (UK & Germany) – Sport+Markt

“Global appeal” “Drama”

Beautiful
“Dynamic”

“Special”

“Pursuit of perfection”
“Emotional” “Team spirit”

“Engaging”

Words used by fans to describe the UEFA Champions League,

“Excitement”
Sponsorship Intelligence Focus Groups March 2007
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

48 STADIA 49

Camp Nou Santiago Bernabéu Arena AufSchalke

The history of the European Cup has witnessed so many
great matches fittingly played in some of the world’s
best stadiums. The legacy of these stadiums, including
final locations, speak for themselves and are true
cathedrals of football.

Stade de France Old Trafford Fussball Arena

Barcelona 96,189 Madrid 71,282 Gelsenkirchen 54,142

Estádio do Dragão
Giuseppe Meazza Luzhniki Stadium Stade Vélodrome
Porto 49,191 Paris 78,419 Manchester 76,226 München 66,575

Anfield Amsterdam ArenA Olympic Stadium Wembley

Milano 80,018 Moskva 84,745 Marseille 60,012

Celtic Park Stadio Olimpico Şükrü Saracoğlu

Liverpool 45,305 Amsterdam 51,000 Athina 66,793 London 90,000

Glasgow 60,253 Roma 73,081 Istanbul 50,419

 SPORT UEFA CHAMPIONS LEAGUE 2009-12

50 THE FINALs 51

Final locations
1956-2012
There is no game quite like the UEFA Champions League A great game needs a great setting. And Europe’s
final. Clarence Seedorf, who has played in five finest teams and best footballers have competed
and won four, admits that he was just as excited for club football’s greatest prize in the continent’s
when he won it in 2007 as when he celebrated as most memorable stadiums. These cathedrals
a 19-year-old AFC Ajax star in 1995: “You try to say of football have often become synonymous
it’s just another game but you can see, in the focus with the European Champion Clubs’ Cup and
in your teammates eyes over dinner the night UEFA Champions League finals they have staged.

VA
before the game, that nobody believes it.” It is impossible to think of Hampden Park without

K
picturing the glory of the 1960 final, the most
A UEFA Champions League final is a contest

20 os
free-scoring in the tournament’s history, or
between the best players and the best teams

M
08
the grandeur of Zinédine Zidane’s volley as
playing in one of the best stadiums in Europe.
Real Madrid CF won the competition for the ninth

6, w
To win the tournament in 2009, FC Barcelona

19 msterdam
02
time in 2002. The mere mention of Istanbul’s

19 Glasgo
had to defeat five national champions and beat

20
Atatürk Olympic Stadium conjures up memories
the competition’s winner and runner-up from

19 otterdam
97
of a blockbuster more thrilling than anything
2008. Their coach, Josep Guardiola, came out on

,1
Hollywood has produced, when AC Milan met

8
60

99
top in a tournament that featured four coaches,
Liverpool FC. Fifteen countries and 23 cities have

,1
Rafa Benítez, Sir Alex Ferguson, Guus Hiddink

62
A

2
hosted finals since the competition started in

98
and José Mourinho, who had previously won this

anchester

,1
1956, ensuring that supporters across Europe

03

72
competition. Such is the quality on display, the

20 elsenkirchen
R
20
have had the chance to watch the game’s legends
2009 final featured eight players who had been
in the flesh. Some of those who watched their

5
nominated for France Football’s most recent

98
heroes have been inspired to make their own

,1
Ballon d’Or, that the final has become a benchmark

19 russels

74
mark on the tournament’s history.

19
for sporting excellence, a fixture where legends

97 ondon

6,
1
are born, audiences are enthralled and history Josep Guardiola wept as a ball boy when FC Barcelona

96
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5
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01

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19

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21 clubs from 10 countries have won a final

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Clubs from Spain have won 12 finals, more

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Eight teams have successfully defended

59
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64
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19
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the trophy: Real Madrid CF, SL Benfica,

96
Only four finals have ended goalless

berne
06
FC Internazionale Milano, AFC Ajax,

,1

20
Fourteen finals have gone to extra-time

63
FC Bayern München, Liverpool FC,

0,
19

61
Nine FINALS have been decided by spot kicks Nottingham Forest FC and AC Milan

00

19

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Italian teams have featured in 25 finals A remarkable 3,576,363 supporters have

97 O
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watched a final live in the stadium

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 SPORT UEFA CHAMPIONS LEAGUE 2009-12

52 future finals 53

2012 2011 2010 Santiago Madrid’s Estadio Santiago Bernabéu, one of the most
famous football stadiums in the world, will host the

Bernabéu
2010 UEFA Champions League final.
With a capacity of 71,282, the Santiago Bernabéu
stadium has already staged three European Cup finals
won by home side Real Madrid CF (1957), AC Milan (1969)

madrid
and Nottingham Forest FC (1980). Italy won their third
FIFA World Cup there in 1982.
Named after Real Madrid CF’s most famous president,
22nd May

the Santiago Bernabéu has been home to the nine-time

European Cup winners since 1947. Located in the heart
of the Spanish capital’s business district, the stadium
even has its own metro station, on the 10 line.
The Santiago Bernabéu’s trophy room, is home to a
vast array of silverware that includes: 31 La Liga trophies,
nine European Cups, two UEFA Cups, one UEFA Super Cup,
three European / South American and FIFA Club World Cups.

Wembley Few stadium names are as steeped in football history

as Wembley with the new stadium hoping to build on
this lasting heritage.

london The original Wembley has hosted five European Champion

Clubs’ Cup finals – won by AC Milan, AFC Ajax,
FC Barcelona, Liverpool FC and Manchester United FC
– and, after a complete rebuild on this historic site,
will provide a superb, dramatic backdrop for the 2011
UEFA Champions League final.
28th May

Wembley has a rare historic pedigree. England won the

FIFA World Cup on home soil here in 1966. But, after being
demolished and then rebuilt, the new Wembley is now
a state-of-the-art venue with 90,000 seats, the largest
football stadium in the world to have every seat under
cover. The new iconic arch – a dramatic replacement
for the famous Twin Towers – is the longest single span
structure in the world and is visible across London.

Fussball
3 LIVERPOOL England 5 0 3 0 3 0 11
Modern, architecturally distinctive, and
atmospheric, Munich’s Fussball Arena will host

Arena
the 2012 UEFA Champions League final.
The 66,575-capacity stadium was built to provide
a more fitting home for Munich’s football clubs,
FC Bayern München, who have won the European Cup

MüNCHEN
four times, and TSV 1860 München.
The Fussball Arena opened its doors in the summer
of 2005. By January 2006, the club had been granted
19th May

permission to increase capacity by another 3,000.

The most distinctive feature of the new stadium,
designed by the architects Herzog and De Meuron,
is an inflated skin made of up of 2,784 plastic
pillows, filled with air and light bulbs, which can be
made to look red or blue depending on whether
FC Bayern München or TSV 1860 München are
at home.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

54 THE SATURDAY FINAL 55

From 2010, the UEFA Champions League final will

move to a Saturday night, kicking off at 20:45
Central European Time. In future, this showpiece
fixture will mark the climax of an eight-day festival
of events in the host city, a festival organised
by UEFA, supported by tournament sponsors,
and graced by legends who have become
synonymous with the competition which will
offer a wide variety of experiences to the local
community and travelling supporters.

• Eight-Day event
The host stadium will remain the focal point for
the final but, from 2010, supporters and locals will
be drawn to three different venues in the host city:
the stadium itself, a public space in the heart of

• Youth and family focus

the city that hosts the Champions Festival and
to another stadium which will host the first ever
UEFA Women’s Champions League final in the
same week.
The emphasis is firmly on getting young people
and families involved in this superb finale to
A great variety of activities dedicated to a familiy audience.
the European football season. UEFA President A minimum of 3,000 tickets reserved for children to attend the final

• Local community
Michel Platini says: “This will give families,
especially children, a better opportunity to see
the game.” The Saturday night kick-off can only
maximise the attraction of this showpiece fixture.

And travelling fans

• first ever uefa women’s

champions League
final
Will also take place in Madrid on Thursday 20th May

• Champions Festival
Enhanced programme to give a real flavour of the host city
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

56 THE TROPHY 57

I’m so proud of this one – it was

such a long wait to win it.
You can only be the best if you
win silverware.

When FC Barcelona won the 2009

UEFA Champions League, Thierry Henry
beamed as he held the trophy aloft and
admitted later he couldn’t stop wearing his
winners’ medal: “I’m not that type of guy
usually, I didn’t even do that with the World Cup,
but I’m so proud of this one – it was such a long
wait to win it. You can only be the best if you
win silverware.” The true glory of the trophy
isn’t its elegant design but the dreams, passion
and commitment it inspires in footballers and
coaches in reaching the ultimate achievement
in club football.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

58 Statistically the best 59

83.1 2.63 51
goals per game in 2008/09

64.8
UEFA Champions League

out of 52 France
percent of matches Football Ballon d’Or
in 2008/09 were winners have played
percent of players on the pitch decided by one goal in the competition,
the only exception being
are full internationals or drawn Sir Stanley Matthews

69
UEFA Champions League 64.8 UEFA Champions League 2.63

17
2006 FIFA World Cup 57.8 2008 Copa Libertadores 2.59
2008 Copa Libertadores 56.8 English Premier League 08/09 2.48
2006 FIFA World Cup 2.30

11 100 percent of players who

started the 2006 FIFA World Cup
final have played in the
yrs
UEFA Champions League
DOMESTIC
nationalities played in the 2008/09 FOOTBALLERS
UEFA Champions League OF THE YEAR
PLAYED IN THE No champion has successfully defended
UEFA Champions League 69 2008/09 uefa the UEFA Champions League title since the new
English Premier League 08/09 68 champions competition format was introduced in 1992/93,
Italian Serie A 08/09
2008 Copa Libertadores

17
51
league SEASON nor has it been retained by the same country.
 SPORT UEFA CHAMPIONS LEAGUE 2009-12

60 Extraordinary Football 61

Unforgettable
moments
Ricken’s lob, Collina consoling Kahn saves the
19 seconds Kuffour after 17th penalty vs.
after coming 1999 final Valencia CF in

^
on as sub, to 2001 final

^
seal 1997 final
^

1997 1999 2001

Zidane’s goal vs. Henry’s goal Ronaldo’s
Bayer 04 Leverkusen vs. Real Madrid CF hat-trick against
in 2002 final during first Manchester United FC
^

knockout round in 2002/03

of the 2006/07 quarter-finals
season

^
2003/04 2002 2006/07 2002/03 1997/98

Mourinho’s
sprint down the
^ Ronaldinho’s
wiggle and strike
Dudek’s double
save against
Shevchenko
hat-trick for
^
touchline against with no back lift Shevchenko during FC Dynamo KYIv vs.
Manchester United FC against Chelsea FC extra-time of the FC Barcelona in
in 2003/04 season in 2004/05 season 2005 final the 1997/98 group

^
^
stage

2004/05 2005 2008/09

FC Bayern München
beat Sporting Clube
Nedved’s goal
and tears vs.
Redondo’s magical
move to set up Raúl
On-loan, REAL
MADRID CF STIKER
Del Piero’s
standing ovation
^
de Portugal 7-1 Real Madrid CF in for real Madrid CF’s Morientes scores at THE BERNABéU
in 2008/09 season 2002/03 semi-final third goal at Old FOR AS MONACO FC after his two
^

to complete a Trafford during TO help knock his superb goals in

^
12-1 aggregate win 1999/00 quarter- team out of the the 2008/09 group
– the tournament’s finals 2003/04 quarter- stage
^

greatest aggregate finals

victory
^

2008/09 2002/03 1999/00 2003/04

 the benchmark

64
prestige event

66
the ultimate brand

68
partnerships
70
the best of the best on the ultimate stage

marketing

event delivery
72

MARKETING concept
78

broadcasters
80

official match ball

86

sponsors
88

revenues
94

presidential vision
96
MARKETING contents
UEFA CHAMPIONS LEAGUE 2009-12
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

64 THE BENCHMARK 65

The UEFA Champions League is the benchmark

for excellence in sport, sports media and
sponsorship and has become the most prestigious
club football tournament in the world.
The UEFA Champions League has the role of
bringing together the best clubs in Europe.
It’s a very well organised competition and
very profitable. As a club we benefit a lot and
are very comfortable with the situation –
I think it’s the best system.
Joan Laporta
FC Barcelona President
Global
MARKETING UEFA CHAMPIONS LEAGUE 2009-12

66 Prestige event 67

Marketing concept
Event delivery

Broadcasters
Partnerships
The game

Sponsors
Brand

The best football delivered by the best clubs with the The UEFA Champions League is one of the The UEFA Champions League’s success rests on Skilful project management and cooperation are The centralised marketing approach is controlled The UEFA Champions League broadcasters The UEFA Champions League has pioneered an
best players competing in the finest stadiums in Europe, strongest brands in sport which resonates with a partnership between UEFA, clubs, T.E.A.M. Marketing, the key to making sure the UEFA Champions League by UEFA together with T.E.A.M. Marketing who are remain at the forefront of emerging technologies, integrated approach to sports sponsorship with
supported by passionate fans across the world. fans, capturing the true spirit of the competition. broadcasters and sponsors. sets the standard for staging sporting events. responsible for the commercial aspects of media delivering the ultimate coverage to a global an unrivalled multi-faceted sponsorship package
and sponsorship. This allows a unique and integrated audience. making a real emotional connection with millions
marketing approach, whilst ensuring football is the of fans across the globe.
ultimate beneficiary.

The foundation for the UEFA Champions League’s The instantly recognisable UEFA Champions League
success is the quality of football it offers and anthem acts as a trigger to the audience,
the huge, global, passionate fan base this calibre increasing the anticipation before the match.
of football attracts. The anthem is one of the most recognisable
brand elements, along with the starball and
The UEFA Champions League has become a
the trophy.
prestigious global property because it doesn’t
just set new standards on the pitch, it leads The UEFA Champions League remains the
the industry off it in the way the tournament ultimate club football competition and leads
is organised. the way on and off the field of play. It is this
combination that makes the UEFA Champions
The way stadiums look, the care and consistency
League the most successful event of its kind.
with which games are staged and broadcast, the
excellence of the hospitality, the commitment
with which globally recognisable sponsors help
to promote the tournament in Europe and
beyond, all play a crucial role in establishing the
UEFA Champions League as one of the most
prestigious and popular sporting competitions
in the world.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

68 the ultimate brand 69

ultimate
The best of the best on the
The UEFA Champions League is positioned
as ‘the Best of the Best on the Ultimate Stage’
– and that is exactly what it delivers.

stage
The best football, staged in Europe’s most
iconic stadiums, with a powerful visual identity
that communicates the competition’s key
values and personality.
The iconic logo, the historic trophy, the
competition anthem, the Starball match ball,
the stadium dressing and the global television
identity have given the tournament a glamour,
vitality and prestige that resonates with fans
across the world and has helped create one of
the strongest brands in the world of sport.
The strength of the UEFA Champions League
brand is no accident; it is the result of a
strategy which seeks to continuously improve
and refine the brand each season.
The key innovations for the 2009-12 period are
based on a concept-led visual identity featuring
the competition’s star players and providing
greater brand support for all brand users. There
will be a marked difference to the opening TV
sequences with uniquely tailored packages
being broadcast for the group stage, knock-out
stage and the final.
These changes will significantly enhance the
brand’s presentation in the coming seasons
and continue to enhance the brand’s value as
an asset which will benefit football and the
football family.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

70 partnerships 71

Partnerships
broadcasters
RS
SO
UEFA

ON
SP
T.E.A.M.
The UEFA Champions League is The success of the UEFA Champions League is
an integral part of the European largely down to the harmonious relationship that
has evolved between the competition’s principle
club football landscape, and we partners – UEFA, the clubs, the broadcasters
CLUBS

owe that to our work together. and the sponsors.

Partnerships only succeed if every partner benefits.
Michel Platini Teamwork is not only the key to success on the
UEFA President
pitch – it is essential off the pitch too if the
UEFA Champions League is to continue setting
standards for the football world.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

72 Event Delivery 73

18:45 19:00 19:35-19.40 20:00 20:05-20.15 20:35 20:36 20:38 20:40 20:41 20:42 20:42:40 20:43:20 20:43:40 20:43:50 20:45
Stadium gates open VIP hospitality: OB van area: Briefing of Pitchside: End of warm-up on Pre-match Centre circle Player Tunnel: Teams walking Line-up facing Centre circle carried Team photos Toss of coin Official match ball Kick-off
Opening of Champions Pre-match feed Official Champions Moment field, interviews carriers enter pitch Studs control on pitch honorary tribune, off pitch, (Referees carrier hands match
Club & hospitality play out Matchball for selected fan Teams return to UEFA Champions Teams shake hands, and Captains) ball to referee after
Carrier dressing rooms League music starts, toss of coin
Teams break for
Carriers pick-up team photos
centre circle and
wave

MatchDay:
Kick-off -2 hrs
(C.E.T.)
best experience.
ultimate stage.
Delivering the
Creating the

The clubs, UEFA and its exclusive marketing out and the many multi-media requirements
partner ,T.E.A.M. Marketing, UEFA’s marketing (accreditations, broadcast facilities, provision of
partner, work to a proven, successful project data, interviews and statistics) have to be met
management model to ensure that each thoroughly and swiftly so games can be covered
stadium is transformed into the perfect stage. in the right manner.
Many site visits, efficient administration,
The UEFA Champions League anthem, the
structured meetings and interactions with clubs,
tier dressing, centre circle flags and perimeter
commercial partners, emergency services and
advertising all play a vital part in establishing each
the media are all essential if every match is to
match as an event worthy of the greatest club
consistently live up to the UEFA Champions League
competition in football and ensuring the fans
values.
have a rewarding and memorable experience.
For the UEFA Champions League to be regarded
It is no accident that people know when they
a success each match must deliver excellence
are watching a UEFA Champions League match.
in many different ways: hospitality must be of
That unique experience is thanks to the meticulous
the highest quality, signage must be clear and
attention to detail that goes into preparing every
effective, partner promotions should stand
game to a consistently high standard and must
represent the best football has to offer.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

EVENT DELIVERY

09:00 10:30 11:00 12:00 13:45 16:00 -16:40 18:00 18:45 19:00 19:35-19.40 20:00 20:05-20.15 20:35 20:36 20:38 20:40 20:41 20:42 20:42:40 20:43:20 20:43:40 20:43:50 20:45 21:30 -21:45 22:30 00:00
Stadium: Stadium: Stadium: OB van area: Lounge: OB van area: Press conference room: Stadium gates open VIP hospitality: OB van area: Briefing Pitchside: End of warm-up Pre-match Centre circle Player tunnel: Teams walk Line-up facing honorary Centre circle carried Team photos Toss of coin Official matchball Kick-off Half-time Full-time plus Stadium:
Venue and Pitch inspection Organisational News exchange Official lunch and End to end Matchday television Opening of Pre-match feed of official Champions Moment on field interviews carriers enter pitch Studs control on pitch tribune, off pitch, (referees and captains) Carrier hands injury time Debrief meeting with
operations team meeting with feed play out, host UEFA President’s graphics tests meeting Champions Club play out matchball for selected fan Teams return UEFA Champions League Teams shake hands, matchball to referee venue team and club
arrive on site venue team, UEFA broadcaster, EBU Award, Clubs, UEFA and Hospitality carrier to dressing rooms music starts, after toss of coin
Teams break for
representatives, Carriers pick-up centre team photos
clubs, officials and circle and wave
emergency services

matchday
(C.E.T.)
championship
Europe’s club
The ultimate

competition
club football
in the world
stage for

The best
event Sponsors Broadcasters Stadia What is Best of the
Mission Best on the Ultimate Stage?
To create the “Ultimate Stage” for Europe’s Providing an “enhanced experience” Ensuring optimum broadcast facilities are New and well-equipped stadia Pinnacle of European Club Football
club championship befitting the world’s greatest club available on site so that the highest quality
football event of coverage can be delivered Excellent playing surface and player facilities Highest possible standards
Giving fans and viewers the best club football
competition in the world Delivering money can’t buy experiences Technical co-operation Modern facilities offering great fan Exclusive and rewarding for all stakeholders
at matches through sole and exclusive and guest experiences
Co-operation of teams with international media Pure quality experiences for clubs, players,
opportunities
fans, broadcasters and sponsors
Delivering exclusive and clean zones Logistical support to provide an untroubled
at the stadium experience

Prominent brand presence in and around

the stadium with pitch side boards
and promotion opportunities
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

A successful model
78 MARKETING concept 79

integrated integrated
benefits benefits

CONTENT sponsors
Football always comes first in the UEFA Champions League. The UEFA Champions Leagues media partners are now able to “own the home” through The unchanged approach of six sponsors, plus the official match ball supplier, continues for
multi-platform distribution of the UEFA Champions League over 17 match weeks plus the the 2009-12 cycle. This exclusive family of premium brands reaps the benefits of an excellent
The UEFA Champions League is organised and run in such a way that UEFA Super Cup. An exclusive live window allows broadcasters to have full control over share of voice, enhanced by a wide product category range that continues to set the industry
if football wins then everybody involved at every level succeeds too. the broadcast of the property so that fans receive consistent and high quality coverage on benchmark. What makes the proposition so appealing to such prestigious brands is the ability
With that principle it is possible to implement a successful commercial whichever device they choose to use. The broadcasters benefit from their association with the to engage with fans in a unique and effective way in association with Europe’s premier club
model that integrates a beneficial outcome to all involved. UEFA Champions League brand, driving a larger audience to their multi-media platforms. football competition.

The UEFA Champions League packages the rights to provide an optimum media partners sponsors BALL supplier
balance between promoting football in a positive way and optimising
the value of the competition. This harmonisation of interests is central
to the packaging.
UEFA and the UEFA Champions League are proud to be working within
such a prestigious family of content and sponsor partners.
TV
Their support, initiatives and promotion of the UEFA Champions League are
central to the present and future success of the competition.

multi-platform
exclusivity
INTERNET

official
ball

MOBILE
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

80 broadcasters 81

An appointment Key Changes

to view for 2009-12 cycle
In an ever-changing media landscape, there is one constant: Increased live match Multi-platform Enhanced player
live sport’s ability to create an appointment to view for a mass audience.
opportunities ownership tracking
The UEFA Champions League is a globally recognised competition whose Several initiatives will increase the opportunity UEFA has recognised the convergence of The player tracking system has been enhanced and
ability to reach the right quality and quantity of audience has helped to watch more live UEFA Champions League the transmission techniques while further from 2009/10, it will be used in every match from
broadcasters to manage the challenges of fragmenting markets, changing matches from 2009/10. promoting the use of internet and mobile the group stage to the final.
media consumption, out-of-home viewing and increased competition technology. Broadcasters will benefit from
for viewers and advertisers. • The final qualification round will be centrally
marketed. exclusivity across all media platforms
The tournament has proved especially effective at targeting the ABC1 (including TV, internet and mobile HD coverage at
men (aged 16-34) which advertisers are so keen to reach. Perennially popular • The first knockout round will be split over
four weeks, instead of two, giving viewers
throughout the entire live match). all matches
across Europe, the UEFA Champions League is increasingly attracting large
the chance to watch more live games. From 2009/10 all matches will be produced
audiences in the rest of the world, especially in Brazil, China and India. This prestigious tournament
will strengthen our programming Weekend final in high definition format as the competition
continues to enable broadcasters to pioneer
The Saturday final will have an effect on
line-up immeasurably and deliver reaching a wider audience as the game will be
new technologies and new solutions. This allows
the UEFA Champions League to remain at the
outstanding year-round action on accessible to more people. forefront of emerging technologies.
multiple platforms.
David Sternberg
Fox Sports en Español Executive
Vice President and General Manager
Georgian Public Broadcasting

Telecoporacion Salvadorena
uefa champions league

OUTSIDE EUROPE
broadcast Partners

Fox Sports Latin America

Ten Sports/Zee Sports

Sport1 Netherlands

The Sports Channel

Teleradio Moldova
NovaSports Greece

Esporte Interativo
Dogan TV (Star TV)

Rogers Sportsnet
Public TV Armenia

Sky Deutschland

ESPN Star Sports

Canal+ Horizons
Setanta Ireland
Poverkhnost TV

ESPN Australia

Information correct
ProSiebenSat1

Meridiano TV
RTI/Mediaset

SKY PerfecTV
TV2 Hungary
europe

Melita Cable

RTL Belgium

TV3 Ireland
Supersport

SuperSport
2009-2012

ESPN Brasil
Nova Sport
Arna Media
Belarus TV

Fox Sports

as of 20th July
Al Jazeera
Digi Sport

Channel 3
Channel 7
Televideo
Mediapro
365 Media

Sky Italia

Teleclub
NTV-PLUS

Sina.com
Arena TV

Sport TV
Sigma TV
Rustavi2
Pro Plus
Czech TV
Boom TV

CJ Media
Lider TV

Telenet
Nova TV
Kanal 5

TV Klan

SingTel
SCCN TV
SRG SSR
Canal+

i-Cable
Polsat

Pro.BG

Viasat
Diema
BSkyB

FORTA

MEGA

MTV3
BHRT

IN TV

CCTV
BeTV

CYTA

HiTV

TDM
VTM

MBC
NOS

NTV

TVN
HRT

TVR

VTV
RTP

TVE
ERT

RTE

RTS

SBS
YLE
TF1
RAI
ITV

AIT

CFI
ITI
 A truly global live TV audience for the final.

The UEFA Champions League

an example of a truly global

significantly outperforming

sporting event in the world.

audiences with its inherent
UEFA Champions League is

UEFA Champions League is

280,000,000
drama and global appeal.
competition driving mass

countries and territories.

is broadcast in over 220

Most watched annual

key highlights

other programming.
Live coverage of the
Spain – highest audience recorded on Spanish TV in 2009 (up to
May); also the highest rated Final since the 1999/2000 Season
UK - ITV1 generated a 74% gain over their 2009 Wednesday
time slot average
Highest audience for a neutral Final since the 1999/2000
Season in Italy and since the 2001/2002 Season in France
Netherlands – Final was the highest ever UCL audience during
the 2006-2009 rights cycle, on Ned 3
Audience improvements seen across Europe for the 2009 Final
including Greece, Poland, Romania & Turkey
Key markets Outside Europe also recorded audience
growth:Japan, South Africa and the USA

The 2009 UEFA Champions League Final the final. total live match tv audience
top six european markets (IN millions)

reached in excess of 280,000,000 unique viewers globally. 50.6

fc barcelona vs. manchester united fc

43.1 43.0

AC MILAN vs. liverpool fc

manchester united fc vs. chelsea fc

The figures stated are for the 2008/09 season. These are only approximate due to a number
of markets still to be confirmed at time of printing. The figures stated will be lower than the actual results. 06/07 07/08 08/09
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

86 Official match ball 87

Ic nic
The iconic Starball match ball has become • The winners from the previous season use For the final in Madrid 2010, adidas will launch
one of the most recognisable symbols of the the ball from the final for all of their home a revolutionary and specially designed match
UEFA Champions League representing the best matches the following season. ball for which the technical exuecution
ball for the best teams and players. • A general season ball is used by all other clubs has been directly inspired from the UEFA
for every match prior to the final which is also Champions League starball logo – when design
UEFA’s long-standing partner adidas, created becomes technique.
three versions of the official match ball, which produced as a winter ball, in high visibility
are produced for each competition and go on colours for poor conditions. The ball is the most visible product of a
sale worldwide. • A specially designed final ball which combines co-branded licensing strategy for the
the familiar iconic stars of the competition UEFA Champions League.
with a visual identity of the host city.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

88 sponsors 89

The six sponsor

concept
The UEFA Champions League has pioneered a UEFA is proud to be working with the six partners for
modern, complete approach to sports sponsorship the 2009-12 period – Ford, Heineken, MasterCard,
with an unrivalled multi-faceted sponsorship Sony, PlayStation and UniCredit – who are all highly
package. This ensures each of the six sponsors are respected and truly global brands.
fully identified with the competition, their brand is
The sponsors play an important role in promoting
communicated clearly and effectively and makes
the UEFA Champions League worldwide through
a real emotional connection with millions of fans
a variety of activations all targeted at giving fan
across Europe and beyond.
experiential opportunities and activities which
deepen their bond with the UEFA Champions League
and raises the tournaments profile.
The sponsors support UEFA’s ambition to make the
best club football competition in the world even
better.
In partnership since 1992/93 in partnership since 1994/95

The successful six-sponsor concept, introduced in

the 2006-09 cycle, continues to ensure that every
sponsor has exclusive rights to a specific product
category. The rights package offered has been
continuously refined to ensure that sponsors get
true value through a tailored package that suits
their needs.

in partnership since 1994/95 (originally Amstel) in partnership since 1997/98

in partnership since 2006/07 in partnership since 2009/10

MARKETING

the sponsors ford mastercard Heineken PlayStation sony unicredit

Ford Motor Company has been a long term, trusted and valued MasterCard is a leading global payment solutions company and Heineken have always been committed to promoting the PlayStation and the UEFA Champions League have enjoyed a Sony sees football as the perfect sporting platform to support One of Europe’s leading banks, UniCredit is the newest
sponsor of the UEFA Champions League since the competition has been a valued, long-standing partner of the UEFA Champions UEFA Champions League globally since their direct involvement successful partnership since 1997. PlayStation has revolutionised their ambition of making the unimaginable real. Sony started UEFA Champions League sponsor, becoming a partner from
was established in 1992/93. During this time Ford has consistently League since 1994. MasterCard has a significant presence in from the 2005/06 season and originally from 1994/95 under the home entertainment, much as the UEFA Champions League has as a sponsor in 2006 and believes the UEFA Champions League 2009/10 in the banking services and products category.
demonstrated its commitment to club football at the highest level. sports and has been involved with football sponsorship for nearly Amstel brand. revolutionised club football in Europe. provides this global electronics and entertainment brand with the
UniCredit believes the sponsorship will help the company
20 years demonstrating a true understanding of what matters to opportunity to demonstrate their commitment to giving football
Since the UEFA Champions League was formed, Ford has been Heineken has heavily promoted the UEFA Champions League The strategic fit between the two brands is clear when you share its passion for football with fans and provide the perfect
football fans. fans the best possible experience through technology. With all
committed to supporting UEFA in its aim to make the highest through all forms of their marketing. The synergy was explore the benefits. Engaging with the youth market coupled platform for its strategy to build a powerful brand and identity
UEFA Champions League games produced in High Definition from
quality football accessible fans. Sponsorships represent a critical component of MasterCard’s highlighted by Heineken’s 2007 advertising campaign which with the PlayStation brand energy is extremely important to the with an international audience.
2009/10, this is certainly a fitting partnership.
global marketing approach, which also includes the highly established the theme that both Heineken and the UEFA Champions League. This is the audience of today and more
Ford will continue to play a central role in the pre match proceedings UniCredit is especially prominent in eastern European
successful “Priceless” campaign. This alliance with UEFA UEFA Champions League were enjoyed together around importantly the future, so it is vital to interact with this audience For the coming cycle Sony will be involved in the promotion of
at all games, offering a number of lucky children from the local markets and, among the branding, broadcasting and
Champions League provides MasterCard with a platform to the world. in partnership with a brand such as PlayStation, which has a true the event at a number of UEFA Champions League matches by
markets the opportunity to wave the star ball banner in the centre promotional rights it acquires as a sponsor, it has the sole
create exclusive business-building opportunities for its customer connection with them. providing a lucky few the chance to escort the referee out onto
circle while the UEFA Champions League anthem plays before As the biggest international premium beer, Heineken has an and exclusive right to present the Trophy Tour in Europe
financial institutions and merchants, while building brand affinity the pitch before the game.
kick-off. obvious strategic fit with the UEFA Champions League, one PlayStation targets entertainment enthusiasts and the UEFA which will give fans across Eastern Europe the chance to
by offering priceless experiences to MasterCard cardholders
of the biggest global premium brands in sport. In addition Champions League certainly resonates with this audience. Making football richer, deeper and fuller will be delivered through get closer to the UEFA Champions League by seeing the
The transport that is fundamental to the smooth running of UEFA around the world.
Heineken will continue to offer relevant consumer engagement This has been shown repeatedly with PlayStation successfully the development of the High Definition range of products. trophy in person, supported by grassroots activities.
Champions League matches will continue to be provided by Ford.
For the 2009-12 cycle, in addition to many other prizes offered, with football fans enhancing their experience and helping to promoting a wide range ofproducts at a number of UEFA Bravia’s that provide clarity and smoothness of picture; home
Vehicles such as the stylish and versatile Ford S-Max and the iconic UniCredit will connect with their customers by launching
MasterCard will again provide the priceless experience of extend the competition’s appeal. Champions League venues. cinema sound that allows you to feel closer to the action;
Ford Transit will be used by UEFA VIPs and officials on match nights. a campaign in all of their branches integrating the
escorting the players out onto the pitch. A real once in a lifetime Cyber-shots, Alphas and Handy-cams that capture all the action
From 2009/10 season Heineken will bring fans closer to the For the 2009-12 cycle PlayStation will once again deliver truly UEFA Champions League brand.
opportunity. in Full High Definition and Vaios that allow you to edit and share:
UEFA Champions League: the Star Experience, which creates unique and unforgettable opportunities for lucky fans at UEFA
a complete range of products that enhance the footballing
MasterCard and UEFA are proud to team together once again ways for fans to live a real star experience. Champions League matches.
experience.
to offer football fans truly “priceless” UEFA Champions League
Match day Back Stadium passes will allow two lucky fans a With an exciting product range including PlayStation®3,
experiences. In short, amplifying football.
behind the scenes experience at a UEFA Champions League PlayStation®2 and the PSP™, PlayStation will once again be
game.behind the scenes at a UEFA Champions League game. at the forefront of providing great entertainment at UEFA
The annual UEFA Champions League Trophy Tour presented Champions League venues and hospitality areas.
by Heineken will reach new overseas territories, starting with
North America in 2010 to offer the UEFA Champions League
experience to a growing global audience.
 MARKETING UEFA CHAMPIONS LEAGUE 2009-12

94 revenues 95

A modified financial distribution model for the UEFA Champions League will fixed amounts allocation
result in an increase in revenues for participating clubs from sponsorship and €million (in average per season)
broadcast income over the next three years.
Just over half the revenue is allocated according to sporting results, each
victory earns €800,000 (+€200,000 compared with the 2006-09 period) 10
and each draw €400,000 (+€100,000 compared with the 2006-09 period.)
The remainder is dependent on a country’s share of the broadcast market. 9
9.0
Even clubs that do not take part in the tournament will benefit. UEFA reserves
8
6.5 per cent of the revenue to be distributed as a solidarity payment to national
associations and professional leagues.
UEFA’s ambition with the modified competition structure is to help the
7
7.0
competing clubs raise their standards and also fund investment in grassroots 6
facilities that are vital to the future of the UEFA Champions League and 5.7
football as a whole. 5

4
4.0 4.2 4.0
3.3 3.5
3
3.0 3.1 3.0
74%
Clubs get approx 74%
2
2.4
1.8
2.4 2.2
2.5

of the overall revenue 1

06-09 09-12 06-09 09-12 06-09 09-12 06-09 09-12 06-09 09-12 06-09 09-12 06-09 09-12 06-09 09-12

starting fee match fee performance 1/8 final 1/4 final 1/2 final runner up winner

Clubs/UEFA Split as of Group Stage PLAY-OFFS REVENUE DISTRIBUTION SYSTEM FIXED AMOUNTS / MARKET POOL
(%) (IN AVERAGE PER SEASON %) (IN AVERAGE PER SEASON %)

71.5
clubs
74.0
clubs
77.7
clubs
52.7
fixed
55.0
fixed
amounts amounts

6.5%
Of the revenues are distributed
as solidarity payments to national
associations and leagues

47.3
market 45.0
pool market
pool
28.5 26.0
UEFA
UEFA 18.2
uefa

4.1
leagues
2006-09 2009-12 2009-12 2006-09 2009-12

UEFA share covers subsidiary payments to national associations, CLUBS/UEFA/LEAGUES SPLIT

to clubs eliminated at the qualifying stage, leagues and UEFA’s
organisational costs.

€800,000
For each victory in the
group STAGE matches
 UEFA CHAMPIONS LEAGUE UEFA CHAMPIONS LEAGUE 2009-12

96 PRESIDENTIAL vision 97

The UEFA Champions League

is the best competition, which
produces the best football
and the best spectacle.
Michel Platini
UEFA President

As UEFA President, one of my main duties is The biggest improvement I could think of was
to preserve and promote a democratic approach to introduce more champions, and this has
to the game of football. With this in mind, the new now been done. The other significant change
format of the UEFA Champions League for the is that from 2009/10, the final will be played on
2009/10 season will have more countries and a Saturday, after a week full of activities and
more champions represented. attractions. This move will bring a slightly different
public to the event. More families and children will
This will help develop football in these countries, be able to associate themselves with the greatest
which is in line with my primary concern annual sporting event, the UEFA Champions League
– to promote and develop football across Europe. final. With a Saturday kick-off, the final will also
From a philosophical and conceptual point attract significantly more TV viewers outside
of view, it is always preferable to have the Europe, particularly in Asia and the Americas.
domestic champions of great football nations in
I am confident that the new arrangements for
a competition like the UEFA Champions League
the final and the new competition format will
rather than the fourth-placed clubs from a
not alter the spectacle or the quality of football.
small elite of European leagues – though they
still have a chance to take part through the Our mission here at UEFA remains: to safeguard
qualifying rounds. the foundations and legacy of this beautiful
competition in order to build for the future.
It is difficult to make any major improvements
to the UEFA Champions League because it is
already the best competition, which produces
the best football, the best spectacle and the
highest revenues.
 98

The evolution for the 2009-12

UEFA CHAMPIONS LEAGUE

UEFA Champions League cycle

will further enhance the best
club football competition in
the world – positioning it as
the showcase of footballing
excellence.
99
Impressum

Concept & Design

Designwerk UK Ltd.

Writers
Paul Simpson
Nick Callow

Photography
Images used in this book were supplied by UEFA’s official photography
partner Getty Images as well as Action Images and PA Photos

Printing
Identity Print

Acknowledgements and Thanks

Daniel Hammond
Dragan Kosanovic
Matthew Mead
Peter Willems
Jean-Christophe Petit
Alejandro Junod

All statistics provided are updated and accurate as of the end of the 2008/09 season

© Copyright UEFA 2009

This publication, produced by UEFA, must not be copied in any way without prior
permission from UEFA. To obtain information for acquiring image rights or text,
please contact UEFA directly.