UEFA: Amstel beer (Heineken group), becomes a partner of the Europa League until 2017-18

The beer brand Amstel, a subsidiary of the Dutch Heineken group, has become a partner of the Europa League until 2017-18, the Dutch group announced on 28/08/2015.

Heineken extended its partnership with the Champions League until 2017-18 in October 2013. The company has been a sponsor of the most prestigious club competition in Europe since 1994. From 1994 to 2005, the rights to the Champions League were used under the Amstel brand, and from 2005 under the Heineken brand. "Having Amstel on board successfully completes the commercial partner family for the 2015-18 UEFA Europa League," said Guy-Laurent Epstein, marketing director of UEFA Events SA.

UEFA generated €328.5m in commercial revenue in 2013-14. 82.6% of these revenues were generated by the Champions League and 14.1% by the Europa League.

• The Swiss agency Team Marketing is in charge of negotiating the media and marketing rights and licenses of the Champions League, the Europa League and European Super Cup for UEFAuntil the end of the 2020-21 season.
  • The agency has been working with UEFA since the introduction of the new…