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Heineken backs women’s sport with Euro 2022, Champion’s League and W Series sponsorships

Drinks brand Heineken is banking on women’s sport to raise its profile by expanding its sponsorship net to include the Uefa Women’s Champions League, Uefa Women’s Euro 2022 and W Series.

Heineken is pulling out all the stops to elevate players and drivers, including Uefa Women’s Player of the Year Pernille Harder and W Series Champion Jamie Chadwick, through a hero film that celebrates the power of sport while cementing the beer brand as a leading alcohol sponsor.

The Uefa tie-in will see Heineken associated with both women’s tournaments until the end of the 2024/25 season, during which time the Dutch brewer will benefit from ticketing, hospitality, branding and pouring opportunities in addition to digital fan activations such as Heineken Goal of the Round.

The pale lager will also be present track-side at W Series race meets, complemented by digital activations such as Heineken Star of the Track and a commitment to the responsible drinking campaign ‘When You Drive Never Drink’.

Unifying all this activity is a hero film starring brand ambassadors Thierry Henry and David Coulthard, who promote the magic and drama of sport alongside Harder and Chadwick, as well as Melanie Leupolz and Naomi Schiff.

Bram Westenbrink, global head of Heineken Brand, said: “We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences.”

The three-pronged partnership is a bold vote of confidence in both football and motor racing amid uncertainty over the future of spectator sports, and will be accompanied by exclusive DJ sets to give fans three more reasons to cheer following significant marketing investment in their respective sports by both Uefa and W Series.

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