Nairobi News


Heineken extends their partnership with UEFA Champions League

February 3rd, 2017 1 min read

Heineken has announced that it has extended its current agreement with UEFA to sponsor the UEFA Champions League for a further three years.

The new agreement will see Heineken, continue as an official partner of the prestigious club football competition until the end of the 2021 competition. The partnership also includes the UEFA Super Cup 2018, 2019 and 2020.

Heineken’s relationship with UEFA dates back to 1994, making it one of UEFA’s longest standing partners. The contract renewal encompasses LED pitchside boarding exposure as well as the rights to exclusive UEFA Champions League content, such as back stadium tour and UEFA Champions League Trophy Tour.

Hans Erik Tuijt, the brand’s global sponsorship director,  said: “Heineken has enjoyed a long and successful partnership with UEFA for more than 20 years, and we look forward to continuing this. UEFA Champions League in an integral part of  marketing activities, from Sao Paolo to Shanghai. Our global ‘Champion The Match’ integrated campaign is live in over 100 markets this season. Through this, as well as our acclaimed UEFA Champions League Trophy Tour, we create engaging fan experiences that go beyond the 90 minutes of the match. This activity compliments our other long-standing partnership platforms; Formula One, Rugby World Cup And James Bond.”

“We are thrilled to sponsor the uefa champions league for another 3 years which demonstrates the continued commitment and support of the beautiful game. We are delighted to extend the connection of the Heineken brand with the UEFA Champions League and its passionate supporters across East Africa. It is partnerships such as these which contribute to the recognition our brand receives”, noted Heineken East Africa General Manager Uche Unigwe, addressing staff at their Nairobi offices.