As the UEFA Champions League commences this week, the European footballing body and Heineken have announced an extension to their long-running partnership.
Heineken will remain a partner of the UEFA Champions League until 2027 through an exclusive rights partnership.
UEFA and Heineken have a partnership that dates back almost 30 years, with the latter being a premier sponsor of one of club football’s most prestigious competitions.
UEFA President, Aleksander Čeferin, said: “We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports.
“This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match.”
The deal will see Heineken continue to engage with fans around the world by placing the Champions League at the “heart of innovative and exciting marketing campaigns”, as well as through the continuation of the UEFA Champions League Trophy Tour, presented by the alcohol brand, which allows fans to see the trophy in person.
In addition to the UEFA Champions League, Heineken’s renewed three-year agreement will include sponsorship rights for the UEFA Super Cup.
“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format,” added Heineken Chairman and CEO, Dolf van den Brink.
“This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world.”