New UEFA Champions League 2018-2021 Branding Revealed
Jun 10, 2018, by Chris
UEFA this week revealed the new branding for the UEFA Champions League. The UEFA Champions League brand for the 2018/19 season has a vibrant new look, based on a concept called 'Highlighting moments that make the ultimate stage'.
UEFA revisits its competition brand identity every three years, in sync with the commercial cycle of broadcast and sponsorship rights. Compared with previous brand identity updates, the new design is a bigger change. While the 'starball' visual gains importance in the new identity, the distinct and successful 'ultimate stage' arena still features in the branding package. This provides an extended range of key visuals that can be used for communication purposes, both internally as well as by UEFA's partners.
New UEFA Champions League 2018-2021 Branding & Identity
The connected stars from the 'starball' in the UEFA Champions League logo are the centrepiece of this new brand identity. The concept captures the iconic moments of extraordinary feats of skill and ability that make UEFA Champions League matchnights so special.
The branding has been designed to be more flexible, while building on established elements such as the anthem, the stadium and the trophy. The blue colour palette deriving from UEFA Champions League matchnights has been enriched with new accent colours – magenta and cyan – to support the fresher look. The UEFA Champions League has expanded to become part of the global entertainment environment, rather than just solely being a sports event.
Guy-Laurent Epstein, marketing director, UEFA Events SA: "The UEFA Champions League is a globally recognised brand in football, sports and entertainment. This brand refresh maximises the opportunities to engage with fans and stakeholders across new technologies and platforms."
Mark Hyde, head of design, BT Sport: "Confident, contemporary and courageous. With refined elegance and a vibrant injection of colour, the UEFA Champions League brand upholds its position as possibly the most iconic of sporting identities."
The new identity offers a new, more flexible colour co-branding system to give commercial partners the opportunity to tailor the brand identity to their own needs.
Hans Erik Tuijt, global sponsorship director, Heineken: "The branding is fresh and appealing. It gives the competition a new, contemporary look while remaining premium."
The identity has been developed in collaboration with UEFA's marketing partner, TEAM Marketing AG, and the London-based creative agency DesignStudio.
What do you think of the updated UEFA Champions League branding? Let us know in the comments below.
Adidas Hamburg 26-27 Originals Collection Released
German club Hamburger SV and Adidas have officially launched their retro-inspired Originals presentation collection for the 26-27 season.
The Adidas 2026-27 Hamburg og collection is based on the streamlined Adidas 2026-27 template.
Celebrating classic terrace style and heritage design, the lifestyle range prominently features the iconic Adidas Trefoil logo paired with the traditional HSV diamond crest. Dressed primarily in the club's signature royal blue, white, and black color palette, the capsule includes a presentation track jacket with a distinct white horizontal chest band, matching track pants, hoodies, t-shirts, a custom HSV Adidas Samba sneaker, and a standout long-sleeve shirt detailed with an all-over tonal Trefoil jacquard pattern.
Dynamo Dresden 26-27 Frauenkirche Special Kit Released
German club SG Dynamo Dresden and kit supplier Jako have unveiled a special-edition kit commemorating the 300th anniversary of the laying of the foundation stone of the iconic Dresden Frauenkirche (1726–2026). Created in cooperation with the Stiftung Frauenkirche Dresden, the jersey honors one of the city's most defining architectural landmarks.
The outfield player shirt comes in an elegant, sandstone-inspired off-white base with a textured stone grain, highlighted by a large detailed illustration of the Baroque church across the lower front. The sleeves feature an interlocking block graphic symbolizing the church's sandstone construction, while the cuffs and collar feature subtle copper and patina-inspired accents. Thoughtful details include the commemorative inscription "300 Jahre Grundsteinlegung" on the chest, the years 1726–2026 on the back of the neck, and the biblical city motto "Suchet der Stadt Bestes" alongside custom squad numbers modeled after the seating numbering inside the church. A black version is available for goalkeepers.
The special kit is available for pre-order via a dedicated online store until September 2, 2026, priced at €89.99 for adult sizes and €69.99 for kids. As part of the collaboration, Dynamo Dresden is donating €10 from every jersey sold directly to the Stiftung Frauenkirche Dresden to support the preservation and cultural work of the monument.
Heracles Almelo 26-27 Third Kit Released
Heracles Almelo and technical partner Stanno have officially launched the club's new third kit for the 2026-27 season, celebrating the theme 'De Glorie van '27' in homage to their historic 1927 national championship.
The shirt features an elegant champagne beige base complemented by black accents on the crew neck collar, sleeve cuffs, and shoulder piping. A subtle tonal illustration of the legendary 1927 title-winning squad is printed across the lower front, while special details include a gold heart on the back collar, a custom inner neck label commemorating the date June 19, 1927, and matching beige shorts and socks finished with black trim and '1927' numbering.
Bradford City 26-27 Third Kit Released
Bradford City and Macron have officially unveiled the club's new alternative third kit for the 2026-27 season. The new strip introduces a navy base complemented by claret and amber details.
The Macron Bradford City 26-27 third shirt is predominantly navy, highlighted by a dynamic claret and amber geometric point design along the shoulders. A tonal embossed "BC" monogram runs across the fabric of the torso and shorts. The crest and Macron Hero are applied in monochrome amber, topped with a gold star commemorating the club's 1911 FA Cup victory, while a black ribbon is placed on the upper back in remembrance of the 56 victims of the 1985 Valley Parade fire.
Matching navy shorts with claret and amber trim and navy socks featuring the "BCAFC" wordmark complete the full uniform. The Bradford City 2026-27 third kit is available to buy now through the club's official online store and stadium shop.
No More 'Savinho': Sávio Reverts Shirt Name Following Tottenham Transfer
Following his transfer from Manchester City to Tottenham Hotspur, Brazilian winger Sávio Moreira de Oliveira has officially dropped the diminutive 'Savinho' from the back of his kit. The 22-year-old requested to wear his birth name 'Sávio' alongside his newly assigned No. 17 shirt in North London, returning to the moniker he previously used throughout his early career before adopting 'Savinho' during his spell at Manchester City. Thanks to @jerseystory and @chuyenadodau for spotting.
