Heineken expands 25-year UEFA sponsorship into women’s game

August 26 – UEFA has announced a seventh sponsor for its women’s competitions, with Heineken adding the women’s game to its long-standing UEFA men’s sponsorships.

The four-season deal starts with the current season and will run until the end of the 2025 campaign. No value was given for the sponsorship.

Sponsorship rights includes the Women’s Champions League, the Women’s EURO (in 2022 in England and covering the 2025 edition), the Women’s Under-19 and Under-17 Championships, the Women’s Futsal EURO, and UEFA’s Together #WePlayStrong initiative, which encourage more girls and women to play football.

First activation of the sponsorship will be at the Women’s Champions League that this season has been expanded to include a 6-team group stage for the first time.

Nadine Kessler, Chief of Women’s Football at UEFA, said: “We are delighted to expand our fantastic 25-year relationship with Heineken…This expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and its amazing fans, players and coaches, who make these tournaments so special.”

Heineken joins Visa, PepsiCo, Just Eat Takeaway.com, Hublot, the Euronics Group and Grifols as partners of UEFA Women’s Football.

Heineken will have a package of ticketing, hospitality, branding and pouring opportunities. There will also be a focus on digital fan activations including the ‘Heineken Goal of the Round’ and in stadium activations and experiences for fans such as the ‘Heineken Best Seat in the House’.

Bram Westenbrink, Global Head Heineken Brand, said: “We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences. By extending our partnerships in football to include UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all.”

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