Uefa Announces Heineken As Euro 2020 Sponsor

13 Nov 2019 | chris.mcmullan@sportindustry.biz

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Heineken has announced that it has become an official sponsor of UEFA EURO 2020 as it also extends its relationship with the UEFA Champions League until 2024.

The brewer’s new UEFA EURO 2020 deal means that Heineken will have exclusive pouring rights at the tournament’s stadiums, fan zones, and fan villages across the European continent. In addition, the brand will also use numerous other marketing opportunities such as pitchside LED advertising, Man of the Match presentations, match screenings and digital giveaways.

The brand will continue with its sponsorship of the UEFA Champions League, which it has been involved with for more than 25 years.

Heineken global football ambassador, Thierry Henry, will star in a TV and digital campaign to kick off the sponsorship.

Hans Erik Tuijt, Global Sponsorship Director, Heineken, said: “Heineken has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship. We are excited to be able to build the relationship further with the UEFA EURO 2020 partnership, meaning we will be involved in the leading European club and international tournaments.

“UEFA EURO 2020 will enable Heineken to create even more engaging experiences for football fans across Europe and around the world. This partnership compliments our other unique global platforms; Rugby World Cup, Formula One, and James Bond.”

Guy-Laurent Epstein, Marketing Director, UEFA, added: “This is an incredibly exciting time for football in Europe. UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition and the UEFA Champions League is going from strength to strength – firmly establishing itself as the world’s premier club competition.

“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.”