The UEFA Champions League is the highest level of excellence for European competition within continental Europe.
Created in 1992, no sporting competition in the world has been able to successfully reproduce the quality of talent on display while also growing the branding and marketing opportunities available to global companies looking to increase their brand awareness through meaningful interactions with fans and communities.
The final of this competition is watched by more people than the Olympics or even the World Cup Final and is seen as the pinnacle of the sport.
In terms of sheer numbers, more than 200 million people tuned into watch the 2018 edition of the tournament featuring a clash of iconic franchises when Real Madrid defeated Liverpool.
Champions League history
The current iteration of the Champions League was created in response to the former European Cup failing to provide an engaging sporting competition due to weaknesses in the tournaments format and the inability to include quality teams that were being shunned for league winners from smaller European nations.
This led UEFA to make radical changes to the tournament and rebrand the new competition as the UEFA Champions League. One of the key changes made was easing the restriction on team selections from the bigger leagues.
In its current form, the quality of competition on display and the annual income generated by the tournament has transformed