Heineken has agreed a three-year extension to its longstanding sponsorship of the Uefa Champions League, the annual soccer tournament featuring the best 32 club teams from across Europe.
The deal, running until the end of the 2021 competition, will see the Dutch brewer continue its 20-year association with Europe’s premier club competition. Heineken branding will continue to appear on LED pitchside boards. The company will also enjoy rights to exclusive content while sponsoring the next three Uefa Super Cup games - the early-season match between the defending Champions League and Europa League winners.
“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.”
The Champions League returns on 14th February with the first matches in the round of 16.