Heineken extends UEFA sponsorship deal for three years

Brewery brand Heineken has agreed a three-year extension of its sponsorship of the UEFA Champions League.

Heineken branding will continue to be seen on LED boards on the ground during the championship. The brewery company will also enjoy rights to exclusive content while sponsoring the next three UEFA Super Cup games. They are the early-season match between the defending Champions League and Europa League winners.

The deal will see the Dutch brewer continue its 20-year association with Europe’s premier club competition. The partnership will now extend till the end of the 2021 competition.

The Champions League, which features 32 clubs across Europe, begins on February 14.

“Heineken has enjoyed a long and successful partnership with Uefa for more than 20 years, and we look forward to continuing this,” said Hans Erik Tuijt, Heineken’s global sponsorship director.

“Having such an experienced partner is invaluable to Uefa, and reinforces our efforts to continuously improve and promote our club competitions on a global level,” Uefa’s marketing director, Guy-Laurent Epstein, said.