Heineken has announced the extension of its sponsorship with the UEFA Champions League. The new agreement means the brand will continue as an official partner of the club football competition up to and including the 2017 / 2018 season.
Heineken has been a partner of the UEFA Champions League since 2005 and is part of the brand’s growth strategy in emerging markets. Last year the reached a cumulative audience of more than four billion TV viewers in 220 countries and territories.
The contract renewal sees Heineken obtaining the rights to exclusive UEFA Champions League content, such as Back Stadium Tour and UEFA Champions League Trophy Tour, presented by Heineken, which will be available across the brand’s owned social media channels, as well as maintaining the rights as presenting partner for UEFA Champions League video section on www.uefa.com.
Alexis Nasard, Heineken’s chief commercial officer and regional president Western Europe, said: ‘The UEFA Champions League’s unrivalled international reach and professional standards make it the perfect match for Heineken. It is one of the brand’s main engagement pillars, and as such we strive to constantly strengthen and broaden our activation through innovative marketing and our global footprint. We are privileged to offer our consumers the unique experience and thrill of the Champion’s League.’
Hans Erik Tuijt, global activation director at Heineken, added: ‘The UEFA Champions League sponsorship is the largest activation platform for the Heineken brand. In our eight year partnership, research has shown that Heineken awareness has grown to 60% among UEFA Champions League fans.’
Tuijt continued: ‘We will continue to enrich fans’ experience of the UEFA Champions League through innovative campaigns encompassing social media , live screening events during the UEFA Champions League Final, retail activations enabling thousands of fans to experience the matches first-hand and of course the UEFA Champions League Trophy Tour presented by Heineken.’ [Source: Sport Business]