UEFA extends Heineken deal

UEFA has extended its sponsorship agreement with Heineken for the UEFA Champions League seasons from 2009 to 2012.

Long-term association
With this renewal, Heineken continues its long-term association with the biggest and best European club football competition, which began in 1994 under the Amstel brand. Since the 2005/06 season, the Heineken brand has used the UEFA Champions League as the cornerstone of their sports sponsorship and marketing communication strategy.

Successful promotion
Together with UEFA, Heineken has developed one of the most successful promotions of the UEFA Champions League outside of Europe, via the UEFA Champions League Trophy Tour. In 2007, the trophy was toured to fans extensively in Asia, and in 2008 it visited Latin America. Heineken is the first of six official sponsors to have concluded an agreement with UEFA for the UEFA Champions League between 2009 to 2012.

Important partner
"We are very pleased that Heineken, as one of the world's most recognised and prestigious brands, has chosen to continue its partnership with UEFA and the UEFA Champions League," said UEFA General Secretary David Taylor. "Heineken has been an important partner for us, and has supported the promotion of the competition beyond European boundaries in the past two seasons through the UEFA Champions League Trophy Tour. We are therefore very much looking forward to a continued successful co-operation."

Global phenomenon
"We are delighted to have extended the Heineken brand's sponsorship of the UEFA Champions League," added Stefan Orlowski, Group Commerce Director Heineken N.V. "With TV coverage around the world, the UEFA Champions League has become a truly global phenomenon. It is therefore a natural fit with the Heineken brand, the world's most international premium beer. The continuation of this partnership with UEFA will continue to drive equity in the Heineken brand and underlines our commitment to extend the brand's leadership position within the premium beer segment."