Marijn Vredendaal-Luchtman is the Global Head of Sponsorships at Just Eat Takeaway.com, one of the world's leading online food delivery marketplaces. Known for its memorable TV advertising campaigns (Did somebody say…), Just Eat Takeaway last year extended its sponsorship of UEFA’s men’s club competitions, including the Champions League and Europa League, until 2027.
Marijn faces the challenge of activating one of the most complex rights packages in world sport across 11 months of UEFA club competitions each year, culminating in the Champions League final—the most-watched game in team sport, reaching a global audience of 450 million viewers.
In an ultra-competitive industry, Just Eat needs to convert eyeballs into orders. Live sport is a natural fit for food delivery firms, but how do they make it work?
In this episode, Marijn shares her insights on making sponsorship activations speak to football fans all across the world, leveraging influencers to extend the value of media rights, and using UEFA football as a platform to help grow women’s sports.
You’ll learn:
2:21 How to truly connect with a global football fanbase
4:50 How UCL sponsorship rights allow Just Eat to align with live sport
6:14 Creating unique content with influencers
8:46 How Just Eat ensures brand visibility throughout the customer journey
13:34 2024 Champions League Final: Blending digital and physical experiences
16:40 Integrating Just Eat’s regional teams into sponsorship activities
19:17 UEFA’s women’s competitions and creating a more responsible sponsorship ecosystem
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