Netherlands: Heineken brand to sponsor UEFA Champions League
Dutch brewing giant, Heineken N.V., announced on May 25 that it has renewed its contract with UEFA to sponsor the UEFA Champions League, for a further 3 years running from the 2006/2007 season to the 2008/2009 season. The company also announced that the Heineken brand will take over the sponsorship of the tournament from Amstel, starting from the 2005/2006 season till the end of the new contract.
As agreed by both parties, financial figures for the sponsorship will not be disclosed. Part of the additional €100 million annual marketing investment, as announced at Heineken N.V.’s 2004 full year results presentation, will fund the marketing programme to activate the sponsorship.
During an international media conference in Istanbul, Jean François van Boxmeer, Member of the Executive Board of Heineken N.V. commented: "We are delighted to have extended our sponsorship of the UEFA Champions League. With over 4 billion viewers per season in 227 nations around the world, this premier sporting event has become truly global and fits perfectly with the Heineken brand, which is the world’s most international premium beer."
The UEFA Champions League has become increasingly popular outside of Western Europe, particularly in the Asia Pacific and Latin America regions, where the Heineken brand is better positioned than Amstel to leverage the sponsorship. Amstel, which is Heineken’s second main international brand, has been a sponsor of the tournament since 1994.
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