HEINEKEN partners with UEFA EURO 2020™ and renews UEFA Champions League sponsorship
13 Novembre 2019 - 10:00AM
HEINEKEN partners with UEFA EURO 2020™ and renews UEFA Champions
League sponsorship
Amsterdam, 13 November 2019: HEINEKEN has
announced it will become ‘Official Beer Partner of UEFA EURO
2020™’, and in a separate agreement has extended its UEFA Champions
League partnership by another three years, from 2021-24.
The brewer’s relationship with UEFA Champions
League is already well established, stretching back over 25 years.
The new UEFA EURO 2020™ agreement means that Heineken® will be a
partner of Europe’s most prestigious club and international
football tournaments. Both competitions play an important role in
supporting the Heineken® brand’s European and global business
growth objectives.
The new UEFA EURO 2020™ contract includes
exclusive pouring rights at stadiums, fan zones and fan villages,
LED pitch boarding exposure, digital rights, Man of the Match
presentations, match screenings and ticket giveaways. The brand
will also activate global TV and digital integrated marketing
campaigns – utilising its global football ambassador, UEFA
Champions League and UEFA European Football Championship winner,
Thierry Henry.
Hans Erik Tuijt, Global Sponsorship Director,
HEINEKEN, said: “Heineken® has enjoyed an unrivalled relationship
with football fans through our UEFA Champions League sponsorship.
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 football fans across Europe and around the world.
This partnership complements our other unique global platforms;
Rugby World Cup, Formula One, and James Bond.”
Guy-Laurent Epstein, marketing director of UEFA
Events SA, commented; “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 their 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 their experience and innovative marketing campaigns in
the build-up to and during UEFA EURO 2020.”
EURO 2020 takes place from June 12 to July 12,
2020. For the first time the tournament will be hosted across
twelve European cities: Amsterdam, Baku, Bilbao Bucharest,
Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St
Petersburg.
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. The new agreement will
also see Amstel become a partner of the UEFA Europa Conference
League, UEFA’s new club competition that is set to launch in the
2021/22 football season, as well as continuing their sponsorship of
the UEFA Europa League.
-Ends-
Notes to Editors
Press enquiries
David Pugh
E-mail: David.Pugh@heineken.com
Tel: +31 (0) 610 042 862
Editorial information
About HEINEKEN
HEINEKEN is the world's most international
brewer. It is the leading developer and marketer of premium beer
and cider brands. Led by the Heineken® brand, the Group has a
portfolio of more than 300 international, regional, local and
specialty beers and ciders. We are committed to innovation,
long-term brand investment, disciplined sales execution and focused
cost management. Through "Brewing a Better World", sustainability
is embedded in the business. HEINEKEN has a well-balanced
geographic footprint with leadership positions in both developed
and developing markets.
We employ over 85,000 employees and operate
breweries, malteries, cider plants and other production facilities
in more than 70 countries. Heineken N.V. and Heineken Holding N.V.
shares trade on the Euronext in Amsterdam. Prices for the ordinary
shares may be accessed on Bloomberg under the symbols HEIA NA and
HEIO NA and on Reuters under HEIN.AS and HEIO.AS. HEINEKEN has two
sponsored level 1 American Depositary Receipt (ADR) programmes:
Heineken N.V. (OTCQX: HEINY) and Heineken Holding N.V. (OTCQX:
HKHHY).
Most recent information is available on
HEINEKEN's website: www.theHEINEKENcompany.com and follow us
on Twitter via @HEINEKENCorp.
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