On Sunday 23 August, the world’s most prestigious competition, the UEFA Champions League, held its final after months of uncertainty. It was a date fans of the beautiful game had been anticipating with excitement.
 

At the final whistle, Bayern Munich were hailed as the 2020 UEFA Champions League in the match against PSG. The German team raised the coveted trophy after a season made unusual by covid-19. Although no crowd could cheer the teams along at the match, fans were buzzing with every moment of play from a distance.

We organised a sensational weekend that started on Friday evening at Santander Media House in Lisbon, with an event called Talks Santander Record, hosted by Santander Portugal CEO Pedro Castro e Almeida and attended by Portuguese Professional Football League president Pedro Proença and other professionals from the sector. The theme was ‘Sustainability. What does the future hold for the sport after the pandemic? The emotion of the Champions League’, and guests shared their views on the challenges football is facing because of covid-19 and the future of the beautiful game. 

On Saturday, our Santander Media House continued with an event for members of the international media to connect remotely and listen to what famous former players had to say about the match. With one-to-one interviews, a press conference, special television programmes broadcast worldwide in Spanish and Portuguese and other formats, the event was attended by Figo, Rui Costa, Deco and Mendieta in the city hosting the competition, Lisbon. The ambassador for our sponsorship of the UEFA Champions League, Ronaldo Nazário, did not want to miss the opportunity to participate remotely.

Other markets joined the sponsorship campaign. Content from brand ambassadors, The F2Freestylers in the United Kingdom and Ronaldo Nazário in Brazil was posted on social media. 

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