Heineken will use its sponsorship of the UEFA Europea League to promote its flagship non-alcoholic beer, Heineken 0.0%, when the tournament resumes tomorrow (Wednesday, 5th August).
The brewer claims this is the largest single sponsorship deal involving a non-alcoholic beer brand and will run from the resumption of the 2019/2020 competition until 2024.
Rights include LED pitch boarding exposure, digital rights, team greeter, match screenings and ticket giveaways, which will be incorporated into its brand campaign, ‘Now You Can’.
Heineken has sponsored the Champions League since 1994, adding the Europa League in 2015 to promote its Amstel brand.
Amstel will now focus on smaller, local platforms in its fastest growing markets.
Heineken’s global sponsorship director Hans Erik Tuijt says: “Heineken 0.0% has seen incredibly strong growth over the past few years, so we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week.
“We feel it’s crucial to encourage responsible drinking and give consumers a choice.”