November 21 – Having renewed its sponsorship of UEFA’s club competitions, Heineken has followed up with a renewal of its Conmebol deal for South America’s two leading club competitions, with Amstel being the brand partner.
The renewal sees Amstel as the official beer partner for both the Copa Libertadores and Copa Sudamericana through to the end of 2024, covering official rights to 250 matches per season. The 2019 Copa Libertadores final plays this week in Lima, Peru.
Juan Emilio Roa, commercial director of Conmebol, said: “We believe that this agreement is a sign of the growing interest from sponsors in South American football and its international exposure. This alliance with Amstel, a company historically linked to the most important football competitions in the world, is an opportunity to consolidate the Conmebol Libertadores and Conmebol Sudamericana positioning as world-class references.”
Amstel’s marketing package include in-stadium visibility and experiences, broadcast sponsorship, branded footage and social media content. Amstel said it will also continue to develop “dedicated through the line activations including integrated campaigns, packaging and consumer promotions.”
Hans Erik Tuijt, Global Sponsorship Director, Heinelen, said: “We are committed to the sport as a key platform to engage with our consumers, as shown by our current sponsorships of the Europa League in Europe and Conmebol partnership. We are excited to be able to build the legacy further with the Conmebol sponsorship extension, meaning we will now be involved in the leading club cup championships in South America.”
Last week the Dutch brewer doubled up its sponsorship in European football adding the marquee Euro 2020 Championships to a renewal of its long running Champions League sponsorship for its Heineken brand. The new deal also covered 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.
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