Why Teams Are Wearing "Wrong" Kits In First UEFA Champions League Rounds
When watching some of the 2020-2021 UEFA qualifying matches for the Champions League & Europa League group stage, you might have wondered why their is often no hint that the match is a "UEFA match" (no UEFA badges, no UEFA ads). Let us find out why in the first qualifying rounds of UEFA competitions it does not like an usual UEFA Champions League / Europa League match.
AZ Alkmaar v FC Viktoria Plzen - UEFA Champions League: Second Qualifying Round
Gent v Dinamo Kiev - UEFA Champions League Play-off
UEFA Central Marketing Begins With Champions League Play-Offs - No UEFA Marketing Regulations Before That
All the rules marketing rules of the UEFA are not valid for the whole competition but only from certain stages - called "Centralist Phases". The centralised phases of the UEFA Champions League starts from the play-offs, the centralised phases of the UEFA Europa League start from group stage.
No UEFA Kits & Kit Regulations Until Play-Offs:
Until the respective Centralist Phases of the Champions League / Europa League, teams can wear their regular league kits. This means, in example, that Celtic is wearing their Scottish Premier League champions badge and the Scottish Premier League numbers.
Teams can use their preferred balls
UEFA's other kit rules do also not apply before the "Centralist Phase".
No UEFA Champions League Ball Until Play-Offs:
UEFA's central marketing also means that teams are not using the official Adidas 2020-21 UEFA Champions League ball but a ball of their choice. In the case of Celtic, they opted for the Mitre Delta Scottish Premier League ball.
No UEFA Europa League Ball Until Group Stage:
Teams are able to use the ball they want in the UEFA Europa League until the group stage.
No UEFA Branding
Another big impact the Central Marketing has is that teams can have their own billboards until the UEFA Champions League play-offs / UEFA Europa League group stage.
Other Impacts Of UEFA Centralist Phases
All UEFA rules are valid
Gross revenue from media and sponsorship contracts is received & distributed by UEFA
Teams are not allowed to stream / share live-like content of matches
Much more, as defined in UEFA's competitions rules
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