UEFA are asking club officials to boost the profile of the Europa League by telling managers and players to refer to the competition in glowing terms.
The Europa League is often viewed, particularly in England, as the Champions League's ugly sister, despite a high-profile rebranding of the competition in 2009.
Winners of the Champions League take home a cheque for nine million Euros (£7.24million) but the Europa League winners earn a third of that and the difference in TV revenue is also vast.
It has emerged that UEFA are handing out prompt sheets to the communication departments of Europa League clubs before media conferences that ask them to refer to the competition in a positive light.
The sheet, headlined 'Discover the Drama' ...
•UEFA Europa League is prestigious - it provides clubs, players and fans with the challenge of competing in European football for an elite trophy."
•UEFA Europa League is rich in heritage having provided some of European football's most memorable moments and characters in recent years."
•The most important quality that we want to communicate is that the UEFA Europa League is dramatic."