Heineken extends UEFA Champions League sponsorship

Heineken has renewed its sponsorship of the UEFA Champions League, extending the deal until the end of the 2014/15 season.

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The 2011 UEFA Champions League final, between Barcelona and Manchester United, takes place at Wembley on Saturday (28 May).

As part of the new three-year deal, Heineken will receive enhanced digital rights, allowing it to have exclusive content on social media platforms. Heineken will also become the exclusive presenting partner for match highights on UEFA’s website.

The Dutch lager brand has sponsored the UEFA Champions League for six consecutive years.

Alexis Nasard, chief commercial officer, says: “The sponsorship plays an important role in fuelling the continued growth of the Heineken brand around the globe.

“It reinforces brand strengths in those European markets where Heineken is well established and builds brand equity in key markets for the company, particularly in the developing world.”

Heineken launched a range of Twitter-powered world maps to appear on outdoor digital sites to promote its UEFA Champions League sponsorship earlier this week.

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