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Heineken Becomes UEFA EURO 2020 Partner And Renews UEFA Champions League Deal

November 13, 2019

Heineken has become the official beer partner of UEFA EURO 2020, as well as extending its UEFA Champions League partnership for another three years.

They will now be sponsoring the UEFA Champions League until 2024 and will continue to expand their successful combination with UEFA by joining them for UEFA EURO 2020 next summer.

Guy-Laurent Epstein, Marketing Director of UEFA Events SA, said: “This is an incredibly exciting time for football in Europe. UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition, and the UEFA Champions League is going from strength to strength – firmly establishing itself as the world’s premier club competition.

“We know the value Heineken brings through its outstanding engagement with fans of the UEFA Champions League across the globe and we are delighted to extend this partnership for another three seasons. We are also extremely excited as we will be able to call on Heineken’s experience and innovative marketing campaigns in the build-up to and during UEFA EURO 2020.”

In addition to the UEFA Champions League, Heineken’s renewed three-year agreement as a UEFA club competitions partner will include sponsorship rights for the UEFA Super Cup from 2021 until 2024.

“Heineken has enjoyed an unrivalled relationship with football fans through our sponsorship of the UEFA Champions League,” said Heineken global sponsorship director, Hans Erik Tuijt.

“We are excited to be able to build the relationship further with the UEFA EURO 2020 partnership, meaning we will be involved in the leading European club and international tournaments. UEFA EURO 2020 will enable Heineken to create even more engaging experiences for fans across Europe and around the world. This partnership complements our other unique global platforms: Rugby World Cup, Formula One, and James Bond.”

Heineken UEFA UEFA Champions League UEFA EURO 2020 UEFA Super Cup