Heineken renews UEFA Champions League sponsorship

Heineken has extended its sponsorship with deal with UEFA Champions League by three years until 2012. The beer brand will continue to use the deal as the cornerstone of its sports sponsorship and marketing communications strategy.

The company signed the original deal in 1994 using its Amstel brand but changed it to Heineken for the 2005/06 season.

The deal includes TV break bumpers broadcast during UEFA Champions League matches, a range of on- and off-trade activities, branded merchandise, promotions and brand PR activities. There is also a dedicated website, championsplanet.com

Stefan Orlowski, group commerce director Heineken says: “With TV coverage around the world, the UEFA Champions League has become a truly global phenomenon. It is therefore a natural fit with the Heineken brand, the world’s most international premium beer. The continuation of this partnership with UEFA will continue to drive equity in the Heineken brand and underlines our commitment to extend the brand’s leadership position within the premium beer segment.”

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here