Heineken has inked a new sponsorship agreement with European football governing body Union of European Football Associations?(UEFA) as the official beer partner of UEFA EURO 2020. The UEFA EURO 2020 is a football tournament that is slated to begin next year in June. This agreement comes on the back of a 25-year partnership with UEFA Champions League, which has now been newly renewed for another three years until 2024. Heineken will now?sponsor UEFA EURO 2020 and the UEFA Champions League.?
The new UEFA EURO 2020 sponsorship deal includes exclusive pouring rights at stadiums, fan zones and fan villages during the tournament, 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. According to UEFA, both major competitions will play an important role in supporting Heineken's European and global business growth objectives. The campaigns will be fronted by UEFA's?global football ambassador, Thierry Henry, who has also won in the UEFA Champions League and UEFA EURO.
In addition to the UEFA Champions League, Heineken's renewed three-year agreement as a UEFA club competitions partner will include sponsorship rights for the UEFA Super Cup from 2021 until 2024. The agreement also sees Heineken's subsidiary brand Amstel become a partner of UEFA's new club competition, UEFA Europa Conference League. Heineken global sponsorship director, Hans Erik Tuijt said?Heineken has enjoyed an "unrivalled" relationship with football fans through its sponsorship of the UEFA Champions League, and aims to build the?relationship further with the UEFA EURO 2020 partnership.
"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," he added.
Meanwhile,?Guy-Laurent Epstein, marketing director of UEFA Events SA said the?UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition, and the UEFA Champions League is going from strength to strength.
"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," he added.
The UEFA Champions League is widely watched by football fans in Southeast Asia. In April this year,?Heineken Malaysia launched limited edition Heineken trophy bottles and cans, in celebration of its ?Unmissable? campaign which features UEFA Champions League legend, Andrea Pirlo.
The interest in global football games also led to?ESPN partnering Heineken in Singapore for the UEFA Champions League. According to ESPN, this marked as the first for the local market and will see it becoming the official sports media partner of Heineken Singapore. The partnership covers sponsored content on?ESPN FC?around the Champion League previews leading up to key matches, including custom video from its Bristol studio which uses its talent for previews and analysis.