Walkers Crisps on UEFA sponsorship and keeping its Gary Lineker ads fresh

As Walkers Crisps kicks off the second year of a three-year UEFA sponsorship campaign The Drum caught up with UK brand manager John Savage to find out the benefits of backing football and how, after over 20 years of working with Gary Lineker, it keeps its ads fresh.
Two years in to your sponsorship of UEFA how beneficial has it been for the brand? Is it a relationship you see continuing past the three year deal you currently have?
It’s the perfect platform for the brand, as great sporting