Dutch beer brand Heineken has extended its Uefa Champions League sponsorship, and, in a separate deal, signed as the Official Beer Partner of Euro 2020, ending Uefa’s long search for a beer brand to sponsor the national team tournament.
It is no surprise that Heineken has extended its Champions League partnership for another three seasons, from 2021-22 to 2023-24. The brewer’s relationship with competition is already well-established, stretching back over 25 years.
The Euro 2020 announcement was less expected because Uefa was uncertain whether it would sell its beer category rights as a single global partnership, as under former long-term partner Carlsberg, or as market-by-market rights in the 12 host countries.
The new Euro 2020 deal gives Heineken exclusive pouring rights at all stadiums, fan zones and fan villages, as well as LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.
The brand will also activate global TV and digital integrated marketing campaigns, using its global football ambassador, the former France national team star Thierry Henry.
Heineken’s renewed three-season agreement with the Champions League as a Uefa club competitions partner will include sponsorship rights for the Uefa Super Cup.
The new deal also involves Heineken-owned beer brand Amstel become a partner of the Europa Conference League, Uefa’s new third-tier club competition that will launch in 2021-22, as well as continuing Amstel’s sponsorship of the Europa League.
Epstein said: “We know the value Heineken brings through their outstanding engagement with fans of the Uefa Champions League across the globe and we are delighted to extend this partnership for another three seasons. We are also extremely excited as we will be able to call on their experience and innovative marketing campaigns in the build-up to and during Uefa Euro 2020.”
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