Heineken Take Over Sponsorship of Euro 2020

Heineken has announced it will become ‘Official Beer Partner of UEFA EURO 2020’, and in a separate agreement has extended its UEFA Champions League partnership by another three years, from 2021-24.

The brewer’s relationship with the UEFA Champions League is already well established, stretching back over 25 years. The new UEFA EURO 2020™ agreement means that Heineken will be a partner of Europe’s most prestigious club and international football tournaments.

They take over from Carlsberg who have been in that position as a partner since Euro ’88, a special moment for Republic of Ireland fans.  The switch brings down the curtain on Carlsberg’s involvement in eight renewals of the tournament over more than 30 years.

The new UEFA EURO 2020 contract with Heineken includes exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The brand will also activate global TV and digital integrated marketing campaigns – utilising its global football ambassador, UEFA Champions League and UEFA European Football Championship winner, Thierry Henry.

“Heineken has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship,” said Heineken Ireland Marketing Manager Mark Noble.

“We are excited to be able to build the relationship further with the UEFA EURO 2020 partnership, meaning we will be involved in the leading European club and international tournaments.”

“UEFA EURO 2020 will enable Heineken to create even more engaging experiences for football fans across Europe and around the world. We are particularly excited about welcoming the UEFA EURO 2020 to Dublin and creating a compelling campaign in Ireland to enhance the fan experience for everyone in Dublin. We’ll be revealing more details of what fans can look forward to in the coming weeks and months.”

“This is an incredibly exciting time for football in Europe,” added Guy-Laurent Epstein, marketing director of UEFA Events SA.

“UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition and the UEFA Champions League is going from strength to strength – firmly establishing itself as the world’s premier club competition.”

“We know the value Heineken brings through their outstanding engagement with fans of the UEFA Champions League across the globe and we are delighted to extend this partnership for another three seasons.”

“We are also extremely excited as we will be able to call on their experience and innovative marketing campaigns in the build-up to and during UEFA EURO 2020.”

EURO 2020 takes place from June 12 to July 12, 2020. For the first time the tournament will be hosted across twelve European cities: Amsterdam, Baku, Bilbao Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg.

Heineken’s renewed three-year agreement as a UEFA club competitions partner will include sponsorship rights for the UEFA Super Cup from 2021 until 2024. The new agreement will also see Amstel become a partner of the UEFA Europa Conference League, UEFA’s new club competition that is set to launch in the 2021/22 football season, as well as continuing their sponsorship of the UEFA Europa League.

Image credits, Heineken

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