Heineken adds Euro 2020 to portfolio and refreshes Champions League deal

November 13 – Dutch brewer Heineken has doubled up its sponsorship in European football adding the marquee Euro 2020 Championships to a renewal of its long running Champions League sponsorship.

The separate deal for the 2020 Euros (UEFA sells its club and national competitions separately) will see Heineken designated the ‘Official Beer Partner of UEFA EURO 2020’. UEFA had originally tendered the beer sponsorship as separate ‘National Sponsor’ packages across the 12 host cities – Amsterdam, Baku, Bilbao Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg.

The agreement gives Heineken exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

Heineken said it will also activate global TV and digital integrated marketing campaigns – much of it involving Thierry Henry as the brand’s global football ambassador.

Hans Erik Tuijt, global sponsorship director at HEINEKEN, said: “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 complements our other unique global platforms; Rugby World Cup, Formula One, and James Bond.”

Another three years of Champions League

The new three-year agreement with UEFA’s Champions League will take Heineken from 2021-24 and extends a club partnership with the regional confederation that has been running for 25 years.

The new deal also covers rights for the UEFA Super Cup and will also see Amstel continue its Europa League sponsorship, and become a partner of UEFA’s new club competition, the Europa Conference League, that kicks off in the 2021/22 season.

Euro 2020 sponsorships are building fast with UEFA yesterday announcing Takeaway.com as an official partner of the championships, in a deal which will see the online food delivery service designated as the ‘Official Food Delivery Services Partner’ as it expands its business into new European markets.

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