Heineken-owned beer brand Amstel has extended its sponsorship of the Copa Libertadores and added the Copa Sudamericana competition to its South American rights.
Both club competition deals were made with the South American federation Conmebol and will include rights to over 250 matches per season across the two competitions through 2024.
The renewed Libertadores and new Sudamericana partnership contracts include in-stadium visibility and experiences, broadcast sponsorship, branded footage and content for social amplification, and ticket giveaways.
The brand will also continue to develop dedicated activations including integrated campaigns, packaging and consumer promotions to showcase the partnership and further establish its position in the region.
Hans Erik Tuijt, global sponsorship director at Heineken, said: “Amstel has historically had a strong relationship with the sport of football. We are committed to the sport as a key platform to engage with our consumers, as shown by our current sponsorships of the Europa League in Europe and Conmebol partnership.”
The Heineken executive added that both competitions continue to grow in popularity and attract a passionate fanbase across the region, allowing Amstel to interact with a highly-engaged audience.
South America represents a key growth region for the brand,which is available in over 110 countries and growing by double digits year-on-year.
Earlier this month, Heineken committed to a European double of club and national team competition rights when it renewed its deal for Uefa’s club competitions, including the Champions League, from 2021 to 2024, and acquired beer category rights to the Euro 2020 tournament.
Heineken will showcase the Amstel brand in the Europa League, as well as the Europa Conference League, the new competition for second-tier European clubs that starts in 2021.