Union des Associations Européennes de Football

HEINEKEN extends UEFA club competition sponsorship

002 - UEFA and HEINEKEN continue their partnership for 2018-21

Published: Wednesday 1 February 2017, 10.00CET

UEFA today announced the extension of Heineken’s partnership of the UEFA Champions League and UEFA Europa League for the 2018-21 cycle. The agreement also includes the UEFA Super Cup in 2018, 2019 and 2020.

The partnership with Heineken dates back to 1994, making Heineken one of UEFA’s longest-standing supporters. Heineken has played a vital role in promoting the UEFA Champions League on a global scale, supporting the continued growth of UEFA’s flagship competition and placing it at the heart of their award-winning and innovative marketing campaigns. More recently, the UEFA Europa League has also benefitted from Heineken’s extensive marketing experience through the Amstel brand. Heineken extended its partnership with UEFA to include the competition in its club competition sponsorship portfolio in 2015.

Commenting on the agreement, Guy-Laurent Epstein, UEFA Events SA Marketing Director, said:

“We are very pleased and thankful that Heineken has chosen to renew its partnership with the UEFA Champions League and the UEFA Europa League. Having such an experienced partner is invaluable to UEFA, and reinforces our efforts to continuously improve and promote our club competitions on a global level. The fact that Heineken renewed at an early stage in the process illustrates the continued strength of UEFA’s sponsorship platforms.”

Hans Erik Tuijt, Global Sponsorship Director at Heineken, said:

“Heineken has enjoyed a long and successful partnership with UEFA for over 20 years, and we look forward to continuing this. UEFA Champions League is an integral part of Heineken’s marketing activities. Our global ‘Champion the Match’ integrated campaign is live in over 100 markets this season. Through this, as well as our acclaimed UEFA Champions League Trophy Tour, we create engaging fan experiences that go beyond the 90 minutes of the match and extend to all corners of the world. This activity compliments our other long-standing partnership platforms; Formula One, Rugby World Cup and James Bond.”

This partnership extension marks the start of the 2018-21 sponsorship sales process for UEFA’s club competitions, including the UEFA Champions League and UEFA Europa League. The worldwide sales of all UEFA club competition sponsorship rights will be carried out by TEAM Marketing AG on UEFA’s behalf.

Following the successful conclusion of the Beer Category sales process for the UEFA Champions League and UEFA Europa League, TEAM Marketing is now marketing sponsorship rights in the Financial Services and the Automobile Category for the 2018-21 UEFA Champions League. Interested parties for either of these categories should contact TEAM Marketing by 12 February 2017. Further announcements regarding the launch of subsequent product categories for the UEFA Champions League 2018-2021 will follow in due course.

UEFA has also recently launched the Official Matchballs tender processes and is inviting bids for a number of categories in the sports sector for its major competitions until 8 February 2017.

TEAM Marketing also invites parties to express their interest in entering the sales process for the UEFA Europa League rights for all product categories.



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