UEFA: Heineken extends as a partner of the Champions League and becomes a sponsor of Euro 2020

The Dutch beer producer Heineken has renewed and extended its partnership with UEFA as a partner of the Champions League for three additional seasons (2021-2024) and as a new partner of Euro 2020, announced the organising body of the two European competitions on 13/11/2019. The agreement also includes the 2021, 2022 and 2023 editions of the European Super Cup.

Heineken has been a partner of UEFA since 1994. From 1994 to 2005, the sponsorship rights for the Champions League were exercised by the Amstel brand, and since 2005 by the Heineken brand. The Dutch group expanded its partnership with UEFA by acquiring the sponsorship rights to the Europa League for the 2015-2018 cycle on 28/08/2015. The last extension of the agreement, for the 2018-2021 cycle, was on 01/02/2017.

As part of the partnership, Amstel will continue to sponsor the Europa League, and will also become a sponsor of UEFA's new European competition, the Europa Conference League (to be launched from 2021-22).

Heineken will benefit from visibility on advertising panels at the 12 stadiums hosting Euro 2020, from 12/06 to…