Heineken Announces New Women’s Sport Partnerships With UEFA And W Series
August 26, 2021
Heineken is today announcing four new partnerships within women’s sport to provide even more top performances for fans to cheer on. UEFA’s Women’s Champions League, UEFA Women’s EURO 2022 and 2025, and W Series, the international single-seater motor racing championship for female drivers, will all be part of new deals.
For Heineken® it’s a new chapter in its commitment to fans, building on thriving partnerships within football and motorsport.
Bram Westenbrink, Global Head Heineken® Brand, said:
“We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences. By extending our partnerships in football and motorsport to include W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all.”
Julia George, Global Sponsorship Manager for Heineken®, said:
“Our multi-year deals with W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025 enable us to create even more world-class experiences to enhance the sports that fans love. And we know that fan passion is not determined by gender, but by coming together over the love for the sport and the world class athletes. That’s why we are proud to announce extensions to our partnerships in football and motorsport.”
Nadine Kessler, Chief of Women’s Football at UEFA, said:
“We are delighted to expand our fantastic 25-year relationship with Heineken® through to the UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025. This expansion demonstrates Heineken®’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and the amazing fans, players and coaches who make these tournaments so special.”
Catherine Bond-Muir, CEO of W Series, said:
“This partnership marks another exciting step forward for W Series and our mission to further the interests and prospects of female racing drivers. Heineken®’s commitment to supporting us shows how W Series is going from strength to strength enhancing the way our fans watch racing through exceptional experiences. We know the incredible support that Heineken® brings through their outstanding engagement with racing fans across the world and we are delighted to partner with Heineken® for this incredible journey.”
Heineken®’s partnership with UEFA women’s tournament will extend through until the end of the 2024/25 season. The partnership will provide Heineken® with additional ticketing, hospitality, branding and pouring opportunities as well as digital fan activations including the Heineken Goal of the Round, and in stadium activations and experiences for fans like the Heineken Best Seat in the House.
Heineken®’s multi-year deal with W Series will give the premium beer brand at-track visibility at races, Heineken® 0.0, digital activation ‘Heineken Star of the Track’, its continued support to responsibility through When You Drive Never Drink and – of course – track-side fan experiences throughout the season. 2021 is a big year for W Series, which launched in 2018. For the first time the championship will join eight Formula 1, Grand Prix races across the season, giving motorsport fans the opportunity to watch the world’s top female drivers compete.
