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Heineken enhances women’s sports presence with Uefa, W Series sponsorships

Photo: Heineken

Premium beer brand Heineken has struck new sponsorship deals across three women’s sports properties – Uefa’s Women’s Champions League and Women’s Euros, and W Series, the single-seater motor racing championship for female drivers.

The Women’s Champions League rights have been acquired from 2021-22 to the end of 2024-25, while the Women’s Euro rights cover the tournaments in 2022 and 2025. The W Series agreement starts this season and is contracted for a multi-year term.

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