Heineken extends ties with UEFA Champions League

What: The brewing company extends its sponsorship until 2021.
Why it matters: Because the Dutch company is committed to outlining a data strategy that allows it to extend the experiences of European football fans beyond the 90 minutes of each match.

Heineken has extended its sponsorship agreement with UEFA Champions League (UCL) for another three years, as the brand presses on with its efforts to increase its engagement in the global market through new sports sponsorships.

The new agreement is based on Heineken’s relationship with UEFA dating back to 1994, which has now been extended through 2021and also includes the UEFA Super Cup from 2018 to 2020.

Hans Erik Tuijt, global director of sponsorships for Heineken, described the alliance with UEFA as "an integral part" of its global marketing activities, which are increasingly focused on creating "fan experiences that go beyond the 90-minute match".

This activity complements our other longstanding partnership platforms— Formula One, Rugby World Cup and James Bond.

Champions League and Formula One are huge global properties and Heineken's alliances with them are part of the company’s efforts to increase its market share in regions such as Asia, Africa, and South America. This strategy was also applied to sponsorship of the International Champions Cup and ESPN.

For Heineken, defining its brand approach in data is essential at this time to allow it to better define its strategies.


Join us at the 2017 Sports Marketing Forum.. The first day of #Portada17 (Sept. 13, 2017 in NYC) will be all about Sports Marketing and insights and best practices on how best to use sports content to connect with the exploding multicultural demographic!


Editorial Staff

Portada Staff

MORE FROM PORTADA

Why More Brands are Investing in MLS Jersey Sponsorships

Why More Brands are Investing in MLS Jersey Sponsorships

More brands like AmFam, Valspar, Target, Etihad Airways, Acura, and Bimbo decide to be on the MLS team’s jerseys, and sponsorships will keep growing.


SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

SOUNDING OFF-The USHCC 2017 National Convention: Driving America’s Business Future

Each fall, the USHCC hosts the country’s largest gathering of Hispanic business leaders: The USHCC National Convention. The Convention is held every year in a city that embodies the American entrepreneurial spirit and supports a thriving small business community.


How Facebook is Cornering the Video Ad Market, also in Mexico

How Facebook is Cornering the Video Ad Market, also in Mexico

With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook's efforts and investments are going into the creation of a major video advertising platform.