Enterprise Rent-A-Car has signed a three-year agreement with UEFA to become an official sponsor of the UEFA Europa League beginning with the 2015/16 football (soccer) season and ending in 2017/18.

The sponsorship will cover every stage of the competition from group stage matches to the final — a total of 205 games that will reach millions of viewers across Europe, according to the company. Enterprise branding will be displayed on perimeter boards and post-match interview backdrops as well as across all digital platforms.

“Sponsoring the UEFA Europa League is a big moment for Enterprise Rent-A-Car in Europe,” said Jim Stoeppler, vice president, European Brand Marketing at Enterprise Rent-A-Car. “Our first European office was established in the U.K. over 20 years ago, and now, through organic growth, acquisition and franchise partnerships, we have a business that spans almost every nation on the continent. We anticipate that this sponsorship will cement awareness of the Enterprise brand across Europe and further engage with customers.”

“With this announcement of Enterprise as an official partner of the UEFA Europa League for the 2015-18 commercial cycle, and with a brand such as Enterprise on-board, it is clear to see UEFA’s ambition to develop the competition further over the next three years,” said Guy-Laurent Epstein, marketing director of UEFA Events SA. “This partnership will serve to maintain the growth in popularity of the competition on a global basis. Following the 2015 Final, we continue to see the competition going from strength-to-strength so we are delighted to welcome Enterprise for what promises to be an exciting three seasons, and we look forward to working with them to fulfill their sponsorship objectives.”

As part of its global growth plan, Enterprise has established a presence in 32 European countries in the last two years, according to the company.