Heineken has extended its sponsorship of the Uefa Champions League, which will see it continued as an official partner of the football competition for another four seasons.
The agreement will see the partnership continue until the 2017/2018 season, having been a main sponsor since 2005, with the renewal offering Heineken the rights to exclusive Uefa Champions League content including Back Stadium Tours and the Champions League Trophy tour which it will leverage through its social media channels, and continue as presenting partner for the Champions League video section on the Uefa website.
Alexis Nasard, global chief marketing officer and president of Western Europe, at Heineken, said: "The Uefa Champions League's unrivalled international reach and professional standards make it the perfect match for Heineken. It is one of the brand's main engagement pillars, and as such we strive to constantly strengthen and broaden our activation through innovative marketing and our global footprint. We are privileged to offer our consumers the unique experience and thrill of the Champions League."
Hans Erik Tuijt, global activation director at Heineken, commented: "The Uefa Champions League sponsorship is the largest activation platform for the Heineken brand. In our eight year partnership, research has shown that Heineken awareness has grown to 60 per cent among Uefa Champions League fans.
"We will continue to enrich fans' experience of the Uefa Champions League through innovative campaigns encompassing social media , live screening events during the Uefa Champions League Final, retail activations enabling thousands of fans to experience the matches first-hand and of course the Uefa Champions League Trophy Tour presented by Heineken."
Also included in the deal will be improved broadcast reach within Germany, an increase in LED pitch boarding exposure and the right to promote its association with the competition through retail channels.