Football Trade Directory

Heineken extend Champions League sponsorship

Heineken have signed a three-year extension for the sponsorship of the UEFA Champions League.  

The deal, will run until the end of the 2020/21 competition, will see the brewer extend its association with the competition to 20 years. As part of the deal Heineken branding will continue to appear on LED pitchside boards. The company will also have rights to exclusive content during the next three UEFA Super Cup matches.

“Heineken has enjoyed a long and successful partnership with UEFA for more than 20 years, and we look forward to continuing this,” said Hans Erik Tuijt, Heineken’s global sponsorship director. “UEFA Champions League is an integral part of Heineken’s marketing activities, from São Paolo to Shanghai. Our global ‘Champion the Match’ integrated campaign is live in over 100 markets this season.”

UEFA’s marketing director, Guy-Laurent Epstein, added, “Having such an experienced partner is invaluable to UEFA, and reinforces our efforts to continuously improve and promote our club competitions on a global level. The fact that Heineken renewed at an early stage in the process illustrates the continued strength of UEFA’s sponsorship platforms.”


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