UEFA: beer group Heineken extends its partnership for European club competitions until 2021

The Dutch beer group Heineken has extended its partnership of the UEFA Champions League and UEFA Europa League for the 2018-2021 cycle, on 01/02/2017. The agreement also includes the UEFA Super Cup in 2018, 2019, and 2020.

The partnership with Heineken dates back to 1994, "making Heineken one of UEFA's longest-standing supporters", said the European confederation. From 1994 to 2005, the Champions League rights were exercised under the Amstel brand, and since 2005 under the Heineken brand. Heineken expanded its partnership with UEFA by acquiring the sponsorship rights to the Europa League for the 2015-2018 cycle, on 28/08/2015.

Heineken's sponsorship of the European club competitions is valued at €51m per season for the 2015-2018 cycle. "This partnership extension marks the start of the 2018-2021 sponsorship sales process for UEFA's club competitions, including the UEFA Champions League and UEFA Europa League," explained the European confederation. The worldwide sales of all UEFA club competition sponsorship rights are managed by the agency TEAM Marketing AG on UEFA's behalf.

The…