The longstanding alliance started in 1994 with the brand Amstel and moved to Heineken® in 2005. For this new extension, UEFA’s most iconic club tournament takes on a new and exciting single-league format. From the 2024/25 season, the competition will expand from 32 to 36 teams which will mean 189 matches instead of the current 125, giving the brand even more opportunities to deliver unforgettable experiences for fans.
A core element of the partnership has been about bringing fans together around the world to develop meaningful experiences whilst promoting a positive message of inclusion, equality, and access for all fans. To support this drive, Heineken® activated the ‘Cheers To All Fans’ campaign across both
“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the
Aleksander Čeferin, President of
“We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match.”
The sponsorship will run alongside the brand’s sponsorship of the UEFA Women’s
Please contact HNKNFootball@edelman.com for more information.
Notes to Editors:
About HEINEKEN:
HEINEKEN is the world’s most international brewer. It is the leading developer and marketer of premium beer and cider brands. Led by the Heineken® brand, the Group has a portfolio of more than 300 international, regional, local and specialty beers and ciders. We are committed to innovation, long-term brand investment, disciplined sales execution, and focused cost management. Through “Brewing a Better World”, sustainability is embedded in the business.
HEINEKEN has a well-balanced geographic footprint with leadership positions in both developed and developing markets. We employ over 85,000 employees and operate breweries, malteries, cider plants and other production facilities in more than 70 countries.
Most recent information is available on HEINEKEN’s website: www.theHEINEKENcompany.com and follow us on Twitter via @HEINEKENCorp
*21 – 22 Heineken UEFA UCL Insights – Global Football Study.
A photo accompanying this announcement is available at:
https://www.globenewswire.com/NewsRoom/AttachmentNg/9cf99112-580c-4403-8a13-1bf4bbf88e7b
UEFA President Aleksander Ceferin meets Heineken CEO Dolf van den Brink .
UEFA President Aleksander Ceferin meets Heineken CEO Dolf van den Brink .
2023 GlobeNewswire, Inc., source