Heineken Renews European Club Competition Sponsorship

Dutch brewing company Heineken has extended its sponsorship of Europe’s two primary club competitions.

The UEFA Champions League and Europa League will continue to be sponsored by the European company until the culmination of the 2020-21 campaign. The UEFA Super Cup, a yearly standalone fixture between the winners of the Champions League and Europa League, will also be sponsored by Heineken until 2020 under the deal.

Heineken first partnered with UEFA in 1994 and has since placed the top-tier Champions League at the forefront of its marketing and advertising campaigns. Heineken entered a deal with the Europa League in 2015, focussing on its Amstel brand.

Heineken currently enjoys a host of high-profile marketing partners – including Formula One, the Rugby World Cup and the James Bond movie franchise.