To raise awareness of the competition in Asia and woo more television viewers, the governing body has sent its prized trophy on a six-week, five-nation tour sponsored by brewer Heineken and culminating in two exhibitions in Thailand.

Referring to last year's research conducted by German sports marketing consultant Sport+Markt, Uefa's marketing and media-rights director Philippe Le Floc'h said that on average interest in football was higher in Asia than in Europe or any other continent, at 62 per cent to 52 per cent.

However, awareness of the Champions League itself in Europe reaches 90 per cent, compared with 86 per cent outside of Europe. But this is not the case in Thailand, where the same research shows 93 per cent of the population is aware of the Champions League.

Robert Faulkner, Uefa's head of media services, communications and public affairs, said this was due to football being the most popular sport in Thailand, whereas in Japan, for instance, football had to make way for baseball. Faulkner believes the Champions League's "structured format" is vital to attracting big-name sponsors, which make up 25 per cent of Uefa's revenues, the rest coming from sales of media rights.

Uefa has been criticised by the media lately for its attempt to "Americanise" the Champions League. Paul Wilson, of The Observer newspaper in the UK, accused it of introducing "Super Bowl razzmatazz" with live shows in the finals. Faulker said the idea was designed to make the league more accessible.

Marketing director Piya Smuthkochorn said Heineken International, the Champions League's official sponsor in Thailand, had put up Bt40 million to promote the competition. With the first leg of the quarter-finals kicking off next Tuesday, the sponsorship deal includes live broadcast on terrestrial Channels 3 and 7. An average of 6.3 million Thai viewers tune in to watch in a match week, on Tuesday and Wednesday evenings.

Ki Nan Tsui

The Nation