Heineken 0.0% replaces Amstel as Europa League partner

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Heineken 0.0% has replaced Amstel as the UEFA Europa League’s official beer sponsor for the remainder of the 2019/20 season after signing ‘the largest ever single sponsorship deal involving a non-alcoholic beer brand’, according to Heineken International.

Heineken, which owns both beer brands, has opted to replace Amstel to provide more visibility and activation possibilities to its non-alcoholic variant.

Moreover, the beer company has ultimately extended its partnership with the Europa League for a further three years with Heineken 0.0% contracted as a partner of the competition until the end of the 2023/24 campaign.

“Heineken 0.0% has seen incredibly strong growth over the past few years,” stated Hans Erik Tuijt, Heineken global sponsorship director.

“Therefore, we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week. We feel it’s crucial to encourage responsible drinking and give consumers a choice.”

The newly sponsored UEFA Europa League will resume on August 5 in Germany with the remaining teams competing in a neutral venue for all remaining ties. Moreover, all fixtures will become single-leg as opposed two the traditional home and away format.

Guy-Laurent Epstein, director of marketing at UEFA Events SA, added: “We are pleased to welcome Heineken 0.0% as the new official beer sponsor of the UEFA Europa League. This move represents the start of another great chapter of the long standing relationship, between Heineken and UEFA.

“This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”

Insider Insight: Heineken’s decision to replace Amstel with its non-alcoholic brand will further grow the non-alcoholic beer’s popularity due to the added exposure that it will gain. 

The UEFA Europa League represents an opportunity for the brand to reach a new sports audience, which has cumulative viewership of 550 million people across all live programming.