The Uefa Champions League has extended its sponsorship partnership with Dutch brewing giants, Heineken for another four seasons
Heineken has announced the extension of its sponsorship with the UEFA Champions League. The new agreement, means that Heineken® the leading international, premium beer brand will continue as an official partner of the world’s most prestigious club football competition up to and including the 2017 / 2018 season.Heineken® has been an integral partner of the UEFA Champions League since 2005. The sponsorship allows Heineken® to elevate its global status as the world’s favourite beer. Last year the UEFA Champions League reached a cumulative audience of more than four billion TV viewers in 220 countries and territories, whilst also continuing to support the brand’s growth.
The contract renewal sees Heineken obtaining the rights to exclusive UEFA Champions League content, such as Back Stadium Tour and UEFA Champions League Trophy Tour, presented by Heineken, which will be available across the brand’s owned social media channels, as well as maintaining the rights as presenting partner for UEFA Champions League video section on www.uefa.com.
The deal provides fertile ground for Heineken®’s innovative and award winning consumer focussed campaigns. It also includes improved broadcast reach in Germany, increase in exclusive LED pitch boarding exposure, and the right to promote the association in key retail channels.
The UEFA Champions League sponsorship is a crucial element of the brand’s growth strategy in emerging markets. As part of its on-going ‘Road to the Final’ campaign, Heineken has also announced the dates and venues for the successful UEFA Champions League Trophy Tour presented by Heineken.
2014 represents the brand’s eighth consecutive Tour with a global itinerary that covers South America, Africa and Asia - giving fans across the world the opportunity to see the Trophy first-hand, meet superstar footballers and to see a fantastic range of UEFA Champions League memorabilia.
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