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The popularity of football across Europe and the world, particularly amongst Ford's target customers means that its sponsorship of the Champions League allows the company to tap into its customers' passion for the sport. It means that, like the brand, it stretches beyond national boundaries.
Its dealership network is the face of the Ford brand at retail. This is where most customers will see the Ford product, test drive, and ultimately make a purchase. They will return throughout the life of the vehicle for servicing and the purchase of parts and accessories.
The Ford dealership network is one of the largest in Europe, it knows how far a potential customer is prepared to travel to purchase a car, or for servicing. The location of dealerships is strategically planned to ensure that every customer has a dealership within a certain radius of their home.
The dealership network is therefore another channel where Ford can appeal to the customer's passion for football, and promote its association with the UEFA Champions League. Dealerships across Europe hold football themed promotions and family fun weekends.