The beer brand’s deal extends its association with the Champions League until the end of the 2014-15 season, and the announcement comes just a day before FC Barcelona and Manchester United clash in this year’s final at London’s Wembley Stadium.
As part of the new agreement, Heineken receives enhanced digital rights and becomes the exclusive presenting partner for delayed match highlights available on www.uefa.com. In addition, the contract broadens global broadcast and event rights to encompass Germany, a market previously excluded in the original agreement.
Heineken will also be the only official sponsor with TV break bumpers during the whole season outside Europe during Champions League matches, while the deal continues to include a range of commercial activities from the previous contract.
Alexis Nasard, Heineken’s chief commercial officer, said: “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. This agreement is in line with our strategy of concentrating on few large high quality properties to get the maximum benefit from our investments.”
David Taylor, UEFA Events S.A. CEO, added: “We are very pleased that our long term partner Heineken has chosen to extend its involvement with UEFA’s flagship club competition for a further three years. Their continued commitment confirms what a strong partnership we share. The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week’s exciting final to be played at Wembley stadium, is highly valued.”
