Brewing Success: Heineken® Renews Long-Standing Relationship with UEFA Champions League – Marking Over 30 Years Together

Sep 19, 2023 | blog

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Dolf van den Brink CEO at Heineken and Aleksander Čeferin President of UEFA

AMSTERDAM, Sept. 19, 2023 (GLOBE NEWSWIRE) — Heineken® is asserting the extension of its sponsorship with the UEFA Champions League, Europe’s premier males’s membership soccer competitors, from 2024 by way of 2027. The extension will take the longstanding partnership to 33 years by the point the deal reaches its conclusion.

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The UEFA Champions League is on the forefront of soccer tradition which the worldwide brewer has all the time been part of; from Zidane’s volley at Hampden Park to the miracle in Istanbul, the corporate has been included in probably the most iconic imagery of the attractive recreation, serving to to create unforgettable moments for followers.

The longstanding alliance began in 1994 with the model Amstel and moved to Heineken® in 2005. For this new extension, UEFA’s most iconic membership event takes on a brand new and thrilling single-league format. From the 2024/25 season, the competitors will broaden from 32 to 36 groups which can imply 189 matches as a substitute of the present 125, giving the model much more alternatives to ship unforgettable experiences for followers.

A core ingredient of the partnership has been about bringing followers collectively around the globe to develop significant experiences while selling a constructive message of inclusion, equality, and entry for all followers. To help this drive, Heineken® activated the ‘Cheers To All Fans’ marketing campaign throughout each UEFA Champions League and UEFA Women’s Champions League competitions from 2022 to 2023. The marketing campaign highlighted inclusivity of the feminine followers and gamers by way of a collection of stunts and activations.

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UEFA and the HEINEKEN firm have spent the final 30 years rising the competitors collectively past its European dwelling, which has reached over 2.5 billion viewers around the globe*. The robust relationship between the 2 manufacturers is embodied by the truth that over 330 million followers who’re conscious of the sponsorship have consumed Heineken® beer within the 21-22 season*. Heineken® has supported the worldwide progress of the competitors for many years by way of cross-market activations just like the ‘UEFA Champions League Trophy Tour presented by Heineken®’. The tour has taken probably the most iconic trophy in membership soccer to over 30 nations around the globe to fulfill followers in particular person. Heineken® continues to carry distinctive occasions around the globe to help this progress and produce followers collectively – in 2023, for instance, the brewer held a collection of screenings exhibiting the UEFA Champions League closing in 12 cities, internet hosting over 20,000 supporters.

Dolf van den Brink, CEO at HEINEKEN:

“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world.”

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Aleksander Čeferin, President of UEFA:

“We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match.”

The sponsorship will run alongside the model’s sponsorship of the UEFA Women’s Champions League and UEFA Women’s EURO.

Please contact for extra info.

Notes to Editors:

HEINEKEN is the world’s most worldwide brewer. It is the main developer and marketer of premium beer and cider manufacturers. Led by the Heineken® model, the Group has a portfolio of greater than 300 worldwide, regional, native and specialty beers and ciders. We are dedicated to innovation, long-term model funding, disciplined gross sales execution, and targeted price administration. Through “Brewing a Better World”, sustainability is embedded within the enterprise. 

HEINEKEN has a well-balanced geographic footprint with management positions in each developed and growing markets. We make use of over 85,000 workers and function breweries, malteries, cider vegetation and different manufacturing services in additional than 70 nations. Heineken N.V. and Heineken Holding N.V. shares commerce on the Euronext in Amsterdam. Prices for the odd shares could also be accessed on Bloomberg underneath the symbols HEIA NA and HEIO NA and on Reuters underneath HEIN.AS and HEIO.AS. HEINEKEN has two sponsored degree 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX: HKHHY).
Most current info is offered on HEINEKEN’s web site: and observe us on Twitter through @HEINEKENCorp

*21 – 22 Heineken UEFA UCL Insights – Global Football Study.

A photograph accompanying this announcement is offered at:

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