Heineken has reaffirmed its commitment to women’s sport and the value of real-world social connection by extending its global partnership with the UEFA Women’s Champions League until June 2030.
The long-term renewal underscores the brewer’s belief in women’s football as a powerful force for inclusion and togetherness, celebrating fan culture where supporters mix freely and connect through a shared love of the game.
“At Heineken we have always been proud to support football and are delighted to extend that commitment today,” said Joanna Price, Chief Corporate Affairs Officer at Heineken. “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.”
The extension builds on Heineken’s 160-year heritage of promoting “the joy of true togetherness” across global markets. Beyond sport, the company has positioned itself as a leader in fostering moderation through its low- and no-alcohol range, encouraging screen-free socialising, and supporting events that bring people together.
Through the renewed partnership, Heineken plans to launch a series of activations celebrating diversity, uniting fans, and creating shared moments around women’s football.
The move comes as women’s sport continues to see rapid growth in audience, commercial investment, and cultural impact – a trend that Heineken appears determined to help sustain both on and off the pitch.