UEFA: Heineken (beer) extends as a partner of the Champions League for 2024-2027

Dutch brewer Heineken has extended its partnership with UEFA and will remain a partner of the Champions League for an additional three seasons (2024-2027), announced the governing body on 19/09/2023. The agreement also covers the rights to the UEFA Super Cup.

The group will continue to benefit from the status of official sponsor, the first level in the competition's sponsorship hierarchy. Heineken has been a UEFA partner since 1994. From 1994 to 2005, sponsorship rights for the UEFA Champions League were exercised under the Amstel brand, and since 2005 under the Heineken brand. As part of the renewed agreement, the brewer remains the presenting partner of the "Trophy Tour", which has enabled fans in more than "30 countries around the world" to see the competition trophy in person.

The Dutch group is also an official sponsor of the Europa League and Europa Conference League over the 2021-2024 cycle, under which it promotes its Heineken 0.0% alcohol-free beer brand. These rights were not included in the renewed agreement.

Only one other current partner is committed to the next Champions…