Heineken Partners With Euro 2020 And Extends Partnership With UEFA
Heineken is the first official beer partner for Euro 2020. The beer company, which has been a partner of the UEFA Champions League for over 25 years, is also extending their partnership with the league through 2024.
Per the partnership, Heineken has exclusive pouring rights within the stadium, as well as fan zones and fan villages during the matches. The brewer also committed to being a part of global television and digitally integrated marketing campaigns led by global football ambassador and French professional football coach and former player Thierry Henry.
“We know the value Heineken brings through its outstanding engagement with fans of the Uefa Champions League across the globe and we are delighted to extend this partnership for another three seasons,” stated Guy-Laurent Epstein, marketing director of Uefa Events SA. “We are also extremely excited as we will be able to call on Heineken’s experience and innovative marketing campaigns in the build-up to and during Uefa Euro 2020.”
Heineken now boasts a sports sponsorship portfolio that includes Formula 1, Formula E, the Rugby World Cup along with others. The brewery now owns more than 300 local, regional, and international specialty ciders and beers.
“Heineken has enjoyed an unrivaled relationship with football fans through our sponsorship of the Uefa Champions League,” stated Heineken global sponsorship director, Hans Erik Tuijt.
“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 fans across Europe and around the world. This partnership complements our other unique global platforms: Rugby World Cup, Formula One, and James Bond.”
According to a report released in October of 2018, the brand spent an estimated $118.3 million within the sports sponsorship marketplace. Their spending will only increase with the addition of Heineken. The new partnership will expand the league’s notoriety well beyond the European continent. UEFA has a highly successful sports sponsorship history and Heineken is a strong addition to their well respected and massive global stage.
