May 27, 2011 at 03:27 PM
written by

Heineken Extends Champions League Deal Through 2015

On the eve of the UEFA Champions League Final between Barcelona and Manchester United, officials today announced the extension of one of its most important sponsorship agreements. Heineken will remain a partner for the UEFA Champions League seasons 2012-2015 and for the UEFA Super Cup 2012, 2013 and 2014. And why not, with fan loyalty like this?

"We are very pleased that our long-term partner Heineken has chosen to extend its involvement with UEFA's flagship club competition for a further three years," David Taylor, CEO UEFA Events S.A., said. Their continued commitment confirms what a strong partnership we share. The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week's exciting final to be played at Wembley stadium, is highly valued".

"The sponsorship plays an important role in fuelling the continued growth of the Heineken brand around the globe," Alexis Nasard, Chief Commercial Officer, Heineken said. "It reinforces brand strengths in those European markets where Heineken is well established and builds brand equity in key markets for the company, particularly in the developing world. This agreement is in line with our strategy of concentrating on few large high quality properties to get the maximum benefit from our investments."

Heineken N.V has been a sponsor of the UEFA Champions League since 1994. Reuters is reporting the deal is estimated to be worth "around 20 million euros ($28 million)."

Meanwhile, Unicredit has also renewed sponsorship of UEFA Champions League for three more years, extending its initial three year contract an additional three years through to 2015.

"The renewal of the sponsorship agreement for three more years is a clear confirmation of our belief in being a European group with a strong presence in our core markets including CEE [central and eastern Europe], as we aim to continue to leverage on the UEFA Champions League sponsorship to increase our brand awareness in the region," Federico Ghizzoni, CEO of UniCredit Group, stated. "Clearly, we chose a European sponsorship platform that perfectly fits with our positioning as a leading European bank."