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Uefa has extended its long-standing global partnership with Heineken for the Champions League until the end of the 2024/27 cycle.
Contract:
- Heineken to continue producing marketing campaigns focused on the tournament
- Dutch brewer remains sponsor of the Champions League trophy tour
- Three-year agreement also hands Heineken sponsorship rights for the Uefa Super Cup
Context:
Heineken has partnered with Uefa for almost 30 years and in 2021 became a sponsor of the Women’s Champions League until 2025. The company is the latest to renew its partnership for the men’s Champions League, following PepsiCo’s decision to also extend its sponsorship in June.
Comment:
“Football and beer have a special power to bring people together and create unforgettable social moments,” said Dolf van den Brink, Heineken chairman and chief executive.
“That’s why we are thrilled to extend our sponsorship of the Uefa Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world.”
Coming next:
The deal comes ahead of the start of the 2023/24 Champions League campaign, which is the last of the current 32-team group format before the competition expands to include four more clubs next season.
