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Heineken solves Uefa’s beer category puzzle, signs Champions League, Euro 2020 double

Dutch beer brand Heineken has extended its Uefa Champions League sponsorship, and, in a separate deal, signed as the Official Beer Partner of Euro 2020, ending Uefa’s long search for a beer brand to sponsor the national team tournament.

It is no surprise that Heineken has extended its Champions League partnership for another three seasons, from 2021-22 to 2023-24.  The brewer’s relationship with competition is already well-established, stretching back over 25 years.

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