The brewer’s relationship with UEFA Champions League is already well-established, stretching back over 25 years and the new UEFA Euro 2020 agreement means that Heineken will be a partner to Europe’s most prestigious club and international football tournaments.
In a separate agreement Heineken has extended its UEFA Champions League partnership by another three years, from 2021 to 2024.
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 stadia, 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.
Euro 2020 takes place next year from June 12th to July 12th. As part of the 60th anniversary celebrations of the competition, for the first time, the tournament will be hosted across 12 European cities: Amsterdam, Baku, Bilbao, Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg.
“UEFA Euro 2020 will enable Heineken to create even more engaging experiences for football fans across Europe and around the world,” said Heineken Ireland’s Marketing Manager Mark Noble, “We’re particularly excited about welcoming the UEFA Euro 2020 to Dublin and creating a compelling campaign in Ireland to enhance the fan experience for everyone in Dublin. We’ll be revealing more details of what fans can look forward to in the coming weeks and months .”
Heineken’s renewed three-year agreement as a UEFA club competitions partner includes 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’s set to launch in the 2021/22 football season, as well as continuing its sponsorship of the UEFA Europa League.