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”.

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.