Just Eat Takeaway.com: A Winning Gamble on Football, Fashion, and Sustainability

The world of sports sponsorship is rarely this delicious. Just Eat Takeaway.com, Europe's leading food delivery giant, has doubled down on its partnership with UEFA through 2027, transforming its role from mere sponsor to cultural architect. By weaving football, fashion, and sustainability into its brand narrative, the company is unlocking new revenue streams while solidifying its position as a must-have stock for investors seeking growth in experiential marketing and premium consumer goods.

The Countdown Club: Where Football Meets Fast Fashion
Just Eat Takeaway.com's Countdown Club initiative at the 2024–27 UEFA Champions League Final in Munich is a masterclass in experiential marketing. Open from May 29 to 31, 2025, the fan-centric space offers panel discussions, exclusive merchandise drops, and food deliveries from Munich's top restaurants—all under the guise of a “countdown” to the climax of European football. Attendees can even win final tickets by sharing their supporter stories, blending community-building with brand visibility.

But the real goldmine lies in the limited-edition merchandise launched alongside the event. Collaborations with Dutch fashion label Daily Paper and luxury jewelry brand TROPHY BY GASSAN have produced retro-style jerseys, diamond sushi charms, and pizza-inspired necklaces. These items—priced at €71.95 for jerseys and up to thousands for bespoke jewelry—target not just football fans, but fashion-forward consumers who crave nostalgia and exclusivity.

Why This Matters for Brand Value
Just Eat Takeaway.com's strategy isn't just about selling burgers; it's about selling an identity. By aligning with UEFA's global audience of 1.5 billion fans and leveraging high-profile designers like TROPHY BY GASSAN's Dustin Huisman, the company is transcending its food-delivery roots. The retro jerseys, for instance, evoke the 1990s Dutch “Total Football” era—nostalgia wrapped in modern streetwear. This fusion of sport, style, and convenience creates emotional equity, a currency that drives loyalty and premium pricing.

Meanwhile, the partnership's sustainability angle—seaweed-lined packaging and reusable containers—positions Just Eat as a corporate leader in environmental responsibility. Over 270,500 eco-friendly units distributed at UEFA events since 2023 signal to investors that this is a brand ready to capitalize on the ESG revolution.

The Financial Case: Diversification Beyond Food Delivery
While Just Eat's core business—food delivery—remains vital (accounting for 95% of revenue), the UEFA partnership opens doors to adjacent markets. Consider the merchandise line: at €71.95 per jersey, a modest 10,000 units sold could add €719,500 in pure profit. But this is just the tip. The real upside lies in cross-selling: a fan buying a jersey is more likely to order via Just Eat's app for delivery during matches, boosting GTV.

Management's 2025 targets are ambitious but achievable: a 4-8% GTV increase and €360-€380M in adjusted EBITDA, driven by cost discipline and UEFA's global reach. The Countdown Club's “Lieferandomeister” burger promotion (with a chance to win TROPHY BY GASSAN charms) directly links app usage to merchandise sales, creating a virtuous cycle of engagement.

The Risk? None That Can't Be Scored
Critics might argue that experiential campaigns are fleeting, but Just Eat's multi-year UEFA deal (through 2027) ensures sustained momentum. The partnership's extension to women's tournaments and youth leagues broadens its demographic appeal, while the merchandise's premium pricing mitigates reliance on low-margin food delivery.

Final Whistle: Time to Invest in This Full-Time Winner
Just Eat Takeaway.com is no longer just a delivery app—it's a lifestyle brand. By embedding itself into UEFA's global ecosystem, it's diversifying revenue, boosting margins, and cultivating a cult following among football's 1.5 billion fans. With sustainability and experiential marketing here to stay, this stock is primed to score big.

The countdown is on—investors who act now could be celebrating a hat-trick of returns by 2027.