Champions League: major partner Heineken wants more broadcasts on public (or free) TV channels

"I believe one game (per week of the Champions League), at least, should be on public television. Access to all the other games you can buy. I am a big advocate to get solid reach, otherwise you (competition organisers and sponsors) won’t remain relevant," said Hans Erik Tuijt, director of international sponsorship for Heineken, on 01/02/2017, as part of announcement of the extension of the partnership contract of the Dutch beer group for the 2018-2021 cycle of the Champions League, the Europa League, and the UEFA Super Cup.

Heineken pays UEFA an estimated €51m per season for its sponsorship of the European cups during the 2015-2018 cycle. The Heineken director declined to reveal the amount of the new contract on 01/02/2017, but says that "Sponsorship doesn’t get cheaper... (But) the brand association and activation (with European cups) is still working for our brand," added Hans Erik Tuijt.

The Champions League, of which Heineken has been a partner since 1994, draws one billion viewers worldwide each season, according to UEFA's data. The comment of Hans Erik Tuijt about…