Just Eat has ended its £40m-a-year Champions League sponsorship a year ahead of schedule. This early termination has prompted European football organisers to accelerate a partnership with Hyundai.
The takeaway platform's decision is part of a broader effort to reduce costs, which has also seen all but two members of its sponsorship team made redundant at the beginning of this month.
Hyundai will now become the official automotive partner for the Champions League, stepping in earlier than initially planned. The Korean car manufacturer had already secured an agreement for the 2027-31 cycle, and its early commencement was brokered by UC3, the joint venture managing the competition's commercial rights.
Despite ending its Champions League involvement, Just Eat will continue to sponsor the Europa League and Conference League this season. The Champions League group stage is set to begin on Tuesday, featuring English teams Arsenal, Aston Villa, Liverpool, Manchester City, and Manchester United.