The Drum Awards Festival - Official Deadline

-d -h -min -sec

Heineken Sports Marketing Marketing

Heineken secures Uefa double deal with Euro 2020 and Champions League


By John Glenday, Reporter

November 13, 2019 | 3 min read

Heineken has doubled down on its partnership with Uefa after agreeing to extend its current sponsorship of the Champions League for a further three seasons while also becoming the official beer partner of Euro 2020.


Heineken secures Uefa double deal with Euro 2020 and Champions League

Under the terms of the Euro 2020 agreement, Heineken will enjoy exclusive pouring rights within stadiums, fan zones and fan villages throughout the competition, supported by LED pitch boarding, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The Dutch brewer has also committed to global TV and digital integrated marketing campaigns led by Thierry Henry, its global football ambassador.

Guy-Laurent Epstein, marketing director of Uefa Events SA, commented: "We know the value Heineken brings through its outstanding engagement with fans of the Uefa Champions League across the globe and we are delighted to extend this partnership for another three seasons. We are also extremely excited as we will be able to call on Heineken's experience and innovative marketing campaigns in the build-up to and during Uefa Euro 2020."

Heineken global sponsorship director, Hans Erik Tuijt added: “Heineken has enjoyed an unrivalled relationship with football fans through our sponsorship of the Uefa Champions League.

"We are excited to be able to build the relationship further with the Uefa Euro 2020 partnership, meaning we will be involved in the leading European club and international tournaments. Uefa Euro 2020 will enable Heineken to create even more engaging experiences for fans across Europe and around the world. This partnership complements our other unique global platforms: Rugby World Cup, Formula One, and James Bond."

Heineken’s football fever follows confirmation that will serve as official food delivery services partner at Euro 2020.

Heineken Sports Marketing Marketing

Content created with:

More from Heineken

View all


Industry insights

View all
Add your own content +