Heineken Renew Long-Term Sponsor of UEFA Champs League

May 27, 2011

It has been announced by European soccer’s governing body, UEFA, that an extension of its sponsorship with Heineken has been agreed, covering the UEFA Champions League seasons 2012-2015 and the UEFA Super Cup 2012, 2013 and 2014.

Heineken’s renewal marks a continuation of a long term relationship with UEFA having originally sponsored the Champions League in 1994. The brewer has used its UEFA Champions League sponsorship as a cornerstone of its marketing communication, promoting the brand through various activities on a global scale. 

The popular UEFA Champions League Trophy Tour, presented by Heineken, will also continue to provide fans outside Europe the opportunity to get close to the competition’s iconic trophy.

Commenting on the renewal David Taylor, CEO UEFA Events S.A, said: “We are very pleased that our long-term partner Heineken has chosen to extend its involvement with UEFA’s flagship club competition for a further three years. Their continued commitment confirms what a strong partnership we share. 

“The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week’s exciting final to be played at Wembley stadium, is highly valued.”

Alexis Nasard, chief commercial officer, Heineken added: “The UEFA Champions League is one of the world’s premier sporting competitions with unrivalled international reach and professional standards. This makes it a perfect match for Heineken, the world’s most international premium beer brand.”

In agreeing a new contract, Heineken is the first of six official sponsors to have concluded a deal with UEFA for the 2012-2015 period of the UEFA Champions League.

The news comes on the eve of this year’s final played tomorrow, Saturday May 28, in which English Premier League champions Manchester United face Spanish supremos Barcelona at Wembley Stadium, London.


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