Heineken is the first of six official sponsors for the competition to agree a deal for the period. The agreement was negotiated by TEAM Marketing, the exclusive marketing agent of UEFA.
“Heineken has been an important partner for us and has supported the promotion of the competition beyond European boundaries in the past two seasons through the UEFA Champions League Trophy Tour," said David Taylor, UEFA General Secretary. "We are therefore very much looking forward to a continued successful co-operation.”
Stefan Orlowski, Group Commerce Director Heineken N.V., added: “We are delighted to have extended the Heineken brand’s sponsorship of the UEFA Champions League. 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 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.”
Heineken’s sponsorship of the competition began in 1994, under its Amstel brand. Since the 2005-06 season, the sponsorship has been led by the Heineken brand.
