Heineken Signs Champs League Deal

UEFA has announced the extension of its sponsorship agreement with Heineken for the UEFA Champions League seasons 2012-2015 and for the UEFA Super Cup 2012, 2013 and 2014.

Heineken has been a sponsor of the UEFA Champions League since 1994 and with this renewal continues its long-term association with the competition.

Heineken has used UEFA Champions League sponsorship as a cornerstone of its marketing communication, promoting the brand through various activities on a global scale.

The popular UEFA Champions League Trophy Tour, presented by Heineken, will also continue to provide fans outside Europe the opportunity to get close to the competition’s iconic trophy.

Commenting on the renewal David Taylor, CEO UEFA Events S.A, said: ‘We are very pleased that our long-term partner Heineken has chosen to extend its involvement with UEFA’s flagship club competition for a further three years. Their continued commitment confirms what a strong partnership we share’.

‘The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week’s exciting final to be played at Wembley stadium, is highly valued’.

Alexis Nasard, chief commercial officer, Heineken added: ‘The UEFA Champions League is one of the world’s premier sporting competitions with unrivalled international reach and professional standards. This makes it a perfect match for Heineken, the world’s most international premium beer brand’.

Heineken is the first of six official sponsors to have concluded an agreement with UEFA for the 2012-2015 period of the UEFA Champions League.