E-Malt.com News article: EU: Heineken to sponsor next year’s UEFA Euro tournament

Dutch brewer Heineken has announced it is to be the ‘Official Beer Partner’ of next year’s UEFA Euro tournament and has extended its sponsorship of the UEFA Champions League, The Drinks Business reported on November 13.

The two separate agreements means the brewer is now the major beer sponsor of Europe’s leading club and international football tournaments.

Its partnership with the UEFA Champions League is already 25 years old and the new deal extends its sponsorship through to 2024.

The new Euro partnership will see Heineken given exclusive pouring rights across the 12 European cities the tournament is being played in (its home city of Amsterdam, as well as: Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg), in addition to branding in the stadiums and launching a pan-European TV and digital marketing campaign featuring former French international and Arsenal legend, Thierry Henry.

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 of UEFA Events, commented; “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.”


14 November, 2019