UEFA: alcohol-free beer "Heineken 0.0%" partner of the Europa League until 2023-24

The Dutch brewer Heineken has extended its partnership with UEFA as a partner of the Europa League for a further three seasons (2021-2024), announced the organising body of the competition on 03/08/2020.

As part of the agreement, Heineken 0.0%, the group's non-alcoholic beer brand, will be promoted (on signage and communications) replacing another of the group's brands, Amstel, which has been the official beer of the Europa League since 2015-16. "The main sponsorship rights activated by Amstel from the last four seasons remain unchanged," said UEFA.

The Heineken 0.0% marketing roll-out begins on Wednesday 05/08/2020 to coincide with the resumption of the 2019-20 Europa League with the Round of 16. The partnership represents "the largest ever single sponsorship deal involving a non-alcoholic beer brand," according to the beer brand and UEFA. The agreement is valued at €10m per season according to international media.

"Heineken 0.0% is now available in 58 markets globally (34 in Europe). The Europa League represents a significant opportunity for the brand to reach a new and engaged…