Heineken refreshes the 25-year UEFA Champions League deal other beer brands can’t reach

September 19 – Dutch brewers Heineken have renewed their long-standing partnership with the UEFA Champions League until 2027.

A UCL sponsor since 1994, Heineken will officially be a partner for the 2024-27 commercial cycle. The three-year agreement also includes sponsorship rights to the UEFA Super Cup.

The deal was officially announced by UEFA just hours ahead of the return of the UEFA Champions League, which kicks off the 2023/24 season this evening. This is the last season of the 32-team group format for the Champions League which switches to a new Swiss league format for 2024/25.

The deal will see Heineken continue to place the UEFA Champions League at the heart of their marketing campaigns alongside the continuation of the UEFA Champions League Trophy Tour, presented by Heineken, which allows fans to see the trophy in person.

“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world,” said Heineken chairman and CEO Dolf van den Brink.

Manchester City start their defence of the title at home to Red Star Belgrade tonight, thought the pick of the ties looks to be a clash-of-the-titans affair between a new-look PSG and Borussia Dortmund. AC Milan take on Newcastle United at the San Siro in the early kick off.

“We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century,” said UEFA president Aleksander Čeferin

Contact the writer of this story, Harry Ewing, at moc.l1709041535labto1709041535ofdlr1709041535owedi1709041535sni@g1709041535niwe.1709041535yrrah1709041535