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.”