Heineken Extends Partnership With Europe’s Elite
Heineken has extended its sponsorship of the UEFA Champions League, Europe’s premier men’s club football competition, from 2024 through 2027.
The longstanding alliance between the two organisations started in 1994 and was initially fronted by beer brand Amstel, which was replaced by Heineken in 2005.
Now in its 30th year, the renewal will run alongside the brand’s existing sponsorship of the UEFA Women’s Champions League and UEFA Women’s EURO.
For the past two seasons, Heineken has activated its ‘Cheers To All Fans’ campaign across both UEFA Champions League and UEFA Women’s Champions League competitions. The campaign aimed to highlight inclusivity of the female fans and players through a series of stunts and activations.
Last week, the brand released a new campaign that saw Jill Scott MBE and Gary Neville swap social media accounts for five days to highlight the issue of online sexism.
Dolf van den Brink, Chief Executive Officer at Heineken, said, “Football and beer have a special power to bring people together and create unforgettable social moments. 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.”
Aleksander Čeferin, President of UEFA, added, “We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match.”
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