Wednesday, 1 February 2017

Heineken extends Champions League, Europa League sponsorship

Dutch brewing company Heineken has renewed its sponsorship of the UEFA Champions League and Europa League European club football competitions.

The three-year agreement covers the 2018-19 to 2020-21 seasons and also includes the 2018, 2019 and 2020 editions of the Uefa Super Cup, which is contested by the previous season’s Champions League and Europa League winners.
Heineken first partnered with European governing body Uefa in 1994 and has since placed the top-tier Champions League at the heart of its marketing campaigns. Heineken began its backing of the second-tier Europa League in 2015 through its Amstel brand.

"Heineken has enjoyed a long and successful partnership with UEFA for more than 20 years, and we look forward to continuing this. UEFA Champions League in an integral part of Heineken's marketing activities, from Sao Paolo to Shanghai", Hans Erik Tuijt, Global Sponsorship Director, Heineken, said. "Our global 'Champion the Match' integrated campaign is live in over 100 markets this season. Through this, as well as our acclaimed UEFA Champions League Trophy Tour, we create engaging fan experiences that go beyond the 90 minutes of the match. This activity compliments our other long-standing partnership platforms; Formula One, Rugby World Cup and James Bond."

Guy-Laurent Epstein, UEFA Events SA Marketing Director, said: "We are very pleased and thankful that Heineken has chosen to renew its partnership with the UEFA Champions League. 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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