Heineken to become Official Beer Partner of Euro 2020


Heineken has entered into a new sponsorship agreement with EUFA to become the ‘Official Beer Partner’ of Euro 2020.

The Dutch brewer has also extended its UEFA Champions League partnership by another three years, from 2021 to 2024.

The deal will make Heineken a partner of both Europe’s most prestigious club competition and one of the world’s most prominent national team tournaments.

“Heineken has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship. We are excited to be able to build the relationship further with the UEFA Euro 2020 partnership, meaning we will be involved in the leading European club and international tournaments,” said Hans Erik Tuijt, global sponsorship director at Heineken.

Euro 2020 takes place from June 12 to July 12, 2020, and for the first time the tournament will be hosted across twelve European cities.

Heineken’s Euro 2020 contract includes exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The brand will also activate global TV and digital integrated marketing campaigns – utilising its global football ambassador Thierry Henry.

The brewer’s relationship with UEFA Champions League is well established, stretching back over 25 years. The renewed three-year agreement as a UEFA club competitions partner will also include sponsorship rights for the UEFA Super Cup from 2021 until 2024.

The new agreement will also see Amstel become a partner of the UEFA Europa Conference League, UEFA’s new club competition that is set to launch in the 2021-22 football season, as well as continuing their sponsorship of the UEFA Europa League.