Heineken renews UEFA Champions League sponsorship

056 - UEFA and Heineken have extended their partnership for the UEFA Champions League between 2015 and 2018

UEFA today announced an agreement with Heineken extending their partnership for the UEFA Champions League for the period between 2015 and 2018, as well as for the UEFA Super Cup in 2015, 2016 and 2017.

Since 1994, the Heineken company has been promoting Europe’s most prestigious club football competition to a global audience through their exclusive rights associated with the partnership. From 1994 until 2005, these rights were exercised under the Amstel brand, and from 2005 under the Heineken brand. Heineken will continue to engage with fans around the world by placing the UEFA Champions League at the heart of innovative and exciting marketing campaigns. The agreement sees the continuation of the UEFA Champions League Trophy Tour, presented by Heineken, which allows fans to see the trophy at first hand.

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

“We are pleased and excited to continue our long-standing partnership with Heineken. Heineken has been and will remain integral to the ongoing success of the UEFA Champions League. Through their engaging marketing campaigns, Heineken will continue to bring fans closer to the competition on a truly global scale.

“The fact that Heineken has renewed so early in the 2015-2018 sales process shows the strength of the partnership, and demonstrates the value that our partners gain from being associated with the UEFA Champions League.”

Hans Erik Tuijt, Global Activation Director at Heineken, commented:

“The UEFA Champions League sponsorship is the largest activation platform for the Heineken brand. In our eight-year partnership, research has shown that Heineken awareness has grown to 60% among UEFA Champions League fans.

“We will continue to enrich fans’ experience of the UEFA Champions League through innovative campaigns encompassing  social media , live screening events during the UEFA Champions League Final, retail activations enabling thousands of fans to experience the matches at first hand and of course the UEFA Champions League Trophy Tour presented by Heineken.”

The announcement of this renewed partnership marks the start of the 2015-2018 sponsorship sales process for UEFA’s club competitions, the UEFA Champions League and UEFA Europa League. The worldwide sales of all UEFA club competition rights will be carried out by TEAM Marketing on UEFA's behalf.