Heineken announces its non-alcoholic beer brand, Heineken 0.0%, will take over sponsorship of the competition when it resumes on 5 August, with the partnership representing the largest ever single sponsorship deal involving a non-alcoholic beer brand.
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The UEFA Europa League will have a new-look sponsor partner line-up on 5 August when the competition resumes. Heineken 0.0%, takes over from fellow Heineken brand Amstel, which had leveraged sponsorship of the competition for the last five years.
While the change in sponsoring brand provides visibility and activation possibilities to another brand in the Heineken portfolio, the core sponsorship rights activated by Amstel over the past four seasons remain consistent.
"We are pleased to welcome Heineken 0.0% as the new official beer sponsor of the UEFA Europa League. This move represents the start of another great chapter of the longstanding relationship, between Heineken and UEFA," said Guy-Laurent Epstein, director of marketing at UEFA Events SA.
"This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind."
Heineken 0.0% is now available in 58 markets globally (34 in Europe). The UEFA Europa League represents a significant opportunity for the brand to reach a new and engaged sports audience, with a cumulative viewership of 550 million people across all live programming and an average of 37 million viewers per matchday.
"Heineken 0.0% has seen incredibly strong growth over the past few years," said Hans Erik Tuijt, Heineken global sponsorship director. "Therefore, we're delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week. We feel it’s crucial to encourage responsible drinking and give consumers a choice."
This season’s UEFA Europa League quarterfinals, semi-finals and final will be played as a straight knockout tournament across four cities in Germany in August: Cologne, Duisburg, Düsseldorf and Gelsenkirchen. All these ties will be single-leg fixtures.