European football’s governing body UEFA announced its partnership with the Dutch beer brand Heineken.
Heineken becomes the new partner of the women’s national teams and club competitions.
The deal has been inked for four years and will cover the Women’s Champions League, Women’s Euros, Women’s Under-19 and Under-17 Championships, and also the Women’s Futsal Euros.
Nadine Kessler, chief of women’s football at UEFA said, “We are delighted to expand our fantastic 25-year relationship with Heineken through to the UEFA Women’s Champions League and UEFA Women’s Euro 2022 and 2025, this expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and its amazing fans, players and coaches, who make these tournaments so special.”
With the finalization of the deal, Heineken will have ample opportunities in the hospitality and branding sector of the competitions and they will also look to benefit from the digital fan activations around the stadiums which will help them enhance their global outreach even further.
Apart from this, Heineken will also support UEFA in their #WePlayStrong initiative as they will look to encourage more young girls to play football.
Bram Westenbrink, global head of Heineken said, “We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences. By extending our partnerships in football to include UEFA Women’s Champions League and UEFA Women’s Euro 2022 and 2025, we are enabling more thrilling experiences for all. With this in mind, we are proud to announce extensions to our UEFA partnership that dates back over 25 years.”