Heineken has switched brands in its sponsorship of the Europa League and Heineken 0.0 will be to the fore in place of Amstel when the tournament gets restarted for the delayed season tomorrow.
The move represents the largest ever single sponsorship deal involving a non-alcoholic beer brand and is a measure of the marketing shift in beer that has taken place across Europe.
The UEFA Europa League represents a significant opportunity for the brand to reach a new and engaged sports audience, with a viewership of 550 million people across all live programming and an average of 37 million viewers per matchday.
The sponsorship will run from the resumption of the 2019/20 competition on August 5th, through to June 2024. Sponsorship rights include LED pitch boarding exposure, digital rights, team greeter, match screenings and ticket giveaways, all of which will be incorporated into the activation of the brand campaign, ‘Now You Can’.
Heineken has been an official partner of UEFA and the Champions League since 1994 and extended to the Europa League five years ago putting Amstel in the spotlight.
2015 this partnership was strengthened when HEINEKEN began its sponsorship of UEFA Europa League. This season, Heineken® 0.0% takes over from fellow HEINEKEN brand Amstel, which had leveraged the tournament for the last five years and will be shifting focus to platforms that have a strong local and regional impact in its fast-growing regions.
“Heineken 0.0% has seen incredibly strong growth over the past few years, so we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week,” said Hans Erik Tuijt, Heineken Global Sponsorship Director.
“We feel it’s crucial to encourage responsible drinking and give consumers a choice.”
The 2019/20 UEFA Europa League quarterfinals, semi-finals and final will be played as a straight knockout tournament across four cities in Germany in August: Cologne, Duisburg, Düsseldorf and Gelsenkirchen. All these ties will be single-leg fixtures.