E-Malt.com News article: 623

Amstel Beer is set to remain a sponsor of the UEFA Champions League in the coming years, the Dutch brewer reported on February 6. Today Amstel and UEFA announced that Amstel, Europe's second largest beer brand, has committed to a new three-year contract (2003-2006) as one of the main sponsors of the UEFA Champions League. The relationship between Amstel and UEFA is one of the longest lasting in UEFA Champions League history. In 2004 the relationship between Amstel and UEFA will exist for ten years.

Gary den Hertog, Deputy Director Corporate Marketing Heineken N.V., is pleased with the renewed agreement: "The UEFA Champions League provides us with an ideal platform to leverage the Amstel brand and its core association with football and its fans. For years we have identified ourselves with the fans who consider football as the sport that connects people, inspires them and gives them great pleasure. We want to share these unique emotions with the fans. Our sponsorship of the UEFA Champions League implies much more than just supplying beer and advertising in stadiums and on television. In the coming three years this will again be apparent in all the activities we will organise throughout Europe."

Gerhard Aigner, Chief Executive of UEFA, added: "The continuing partnership with Amstel for the next three seasons of the UEFA Champions League combines the excitement and success of the competition with the 'friendship, fun and freedom' values of this major international brand. The renewed support and contribution of Amstel towards European football, particularly as we enter an exciting time with a new competition format, is highly valued."


10 February, 2003