Heineken sponsors Euro 2020 and Champions League

Heineken has maintained its ties with football by extending its Champions League sponsorship and signing on as the official beer of Euro 2020.

The Dutch brewer has been sponsoring Europe’s leading club football competition for 25 years and it has decided to extended that agreement to 2024.

Its decision to sponsor Euro 2020 ends UEFA’s lengthy search for a beer partner for the big international tournament taking part next summer.

Guy-Laurent Epstein, UEFA’s marketing director, said: “We know the value Heineken brings through their 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 their experience and innovative marketing campaigns in the build-up to and during Uefa Euro 2020.”

Drinks retailers enjoyed a tremendous boost during the 2018 World Cup as England made an unexpected run to the semi-finals before suffering an agonising defeat to Croatia in extra-time.

The Three Lions have been on an upward curve since then and they are the second favourites to win the tournament, after world champions France. Gareth Southgate’s men are all but certain to qualify for Euro 2020, while Wales and Northern Ireland are still in with a shot.

It celebrates the 60th anniversary of the European Championship and it will therefore be held across the continent rather than in just one country. The 24 teams will play at 12 host cities, but the semi-finals and final will take place at Wembley in London, so interest should be high among the British public.

Wembley will also play host to three group matches along with last 16 clash. Scotland's Hampden Park in Glasgow will hold three group fixtures and a round of 16 tie too.

The new Euro 2020 deal gives Heineken exclusive pouring rights at all stadiums, fan zones and fan villages, as well as LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The brand will also activate global TV and digital integrated marketing campaigns, using its global football ambassador, the former France national team star Thierry Henry.

Heineken global sponsorship director Hans Erik Tuijt said: “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.”

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