HEINEKEN has strengthened its long-term support for women’s football by extending its partnership with the UEFA Women’s Champions League (UWCL) until 2030, reinforcing its global mission to promote inclusivity and the “joy of true togetherness.”
The renewed agreement, confirmed ahead of the 2025–26 season, builds on HEINEKEN’s collaboration with UEFA that began in 2021. The extension spans five additional seasons through 2029–30, aligning with a new era for the competition as UEFA introduces an 18-team league phase aimed at boosting competitiveness, visibility, and global reach.
As part of the agreement, HEINEKEN will retain activation rights across in-stadium branding, ticketing and hospitality, digital engagement, and fan experiences. The brand also plans to launch new initiatives designed to celebrate diversity and equality in football culture, underscoring its broader purpose of bringing people together through shared experiences.
Commenting on the occasion, Joanna Price, Chief Corporate Affairs Officer at HEINEKEN, said, “At HEINEKEN, we have always been proud to support football and are delighted to extend that commitment today. Women’s football’s unique fan culture – where rival fans can sit alongside each other and connect through shared passion for the game – reflects the sense of true togetherness that drives our own business forward. Just as the games unite people on and off the pitch, we believe in creating connections that last.”
The renewal builds on HEINEKEN’s ongoing global initiatives, such as Cheers to All Fans and Social Swap, both of which challenge gender bias and promote equality across the sport. Under its corporate mission, Brew the Joy of True Togetherness, the company continues to use sport as a platform to celebrate inclusivity and collective joy.
The timing of this renewed commitment coincides with a defining moment for women’s football. With global audiences and participation levels growing at a record pace, HEINEKEN’s long-term support is positioned to help accelerate the sport’s momentum by creating more immersive fan engagement opportunities, both in-stadium and through digital platforms.
UEFA’s new league-phase format is expected to deliver broader exposure and more elite matchups across Europe. HEINEKEN’s extended involvement, UEFA noted, reflects a strong endorsement of the commercial and cultural value of women’s football as it continues to expand its global footprint.
Through this partnership, HEINEKEN seeks not only to elevate the women’s game but also to redefine what inclusive fandom looks like, turning stadiums and fan zones into shared spaces of celebration, connection, and equality.
For over 160 years, HEINEKEN has championed social connection through sport and culture. As the world’s most international brewer, the company has longstanding partnerships with major sporting properties, including the UEFA Champions League, Silverstone, Surrey County Cricket Club, and Formula 1. This renewed UWCL deal reinforces that legacy while spotlighting HEINEKEN’s role in supporting gender equity in global sport.
Alongside HEINEKEN, the UWCL’s portfolio of partners includes Electronic Arts, Secutix, Amazon, Macron , and Two Circles. In India, FanCode holds the exclusive broadcasting rights for the competition.
Through this partnership, HEINEKEN aims not only to elevate the women’s game but also to redefine what inclusive fandom can look like, turning stadiums and fan zones into shared spaces of celebration, connection, and equality.
