The UEFA Champions League is the highest level of excellence for European competition within continental Europe.
Since being created in 1992, no sporting competition in the world has been able to reproduce the quality of talent on display successfully. All this was achieved 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 competition is watched by more people than the Olympics or World Cup Final and is regarded as the pinnacle of the sport.
The 2019 edition of the tournament saw Liverpool defeat Tottenham Hotspur by a score of 2-0 in Madrid. The win ended Real Madrid’s incredible 3-year championship run between 2016 and 2018.
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, shunned for league winners from smaller European nations.
The poor showing 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 the competition from a simple sporting event to one of the biggest profit-generating machines in the world.