Heineken has announced it will become the ‘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 stretches back over 25 years but the new 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. UEFA EURO 2020 will enable Heineken to create even more engaging experiences for football fans across Europe and around the world. This partnership compliments our other unique global platforms; Rugby World Cup, Formula One, and James Bond."
EURO 2020 takes place from 12 June to 12 July 2020. 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.