Top marketing moves in drinks: November

Heineken to sponsor Euro2020 and Champions League

Heineken will be the Official Beer Partner of next year’s UEFA Euro men’s football tournament, and has also extended its sponsorship of the UEFA Champions League for the next five years.

The two separate agreements means the brewer is now the major beer sponsor of Europe’s leading club and international football tournaments. Its partnership with the UEFA Champions League is already 25 years old, and the new deal extends the brand’s sponsorship through to 2024.

The new Euro partnership will see Heineken given exclusive pouring rights in the 12 European cities the tournament is being played in (its home city of Amsterdam, as well as Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg), in addition to branding in the stadiums and launching a TV and digital marketing campaign featuring former French international and Arsenal star Thierry Henry.

Hans Erik Tuijt, global sponsorship director for 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. Guy-Laurent Epstein, marketing director of UEFA Events, added: “This is an incredibly exciting time for football in Europe.”

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