E-Malt.com News article: The Netherlands: Heineken extends sponsorship of UEFA Champions League by three years

Heineken, the world’s third biggest brewer, has extended its sponsorship of the UEFA Champions League by three years.

The Dutch beer group has sponsored the European football competition, which is watched by over 4.2 billion people, since 2005.

Heineken is the first sponsor to renew its contract beyond the current 2012-2015 term, although German sportswear maker Adidas has already extended its agreement as official supplier.

It has been estimated by sports research firm IMR that the current sponsorship agreement costs Heineken $70 mln per year, with the new deal worth more. Neither parties disclosed financial details.

Heineken, previously a sponsor through its Amstel lager brand, said that its sponsorship of the football tournament was the largest platform for the beer brand and in its eight year partnership customer awareness has grown to 60pc among UEFA Champions League fans.

The contract renewal sees Heineken win the rights to exclusive UEFA Champions League content, such as back stadium tour and UEFA Champions League Trophy Tour, presented by Heineken.

Alexis Nasard, global chief marketing officer and president of Western Europe, at Heineken said: "The UEFA Champions League's unrivalled international reach and professional standards make it the perfect match for Heineken.”


01 November, 2013