A UEFA Champions League sponsor since 1994, the Dutch brewer will be a partner for the 2024-27 competition cycle.
UEFA has announced today that it has renewed its long-standing UEFA Champions League partnership with Heineken until the end of the 2024-27 club competition cycle.
A valued partner for almost 30 years, Heineken will continue to promote Europe’s most prestigious club football competition to a global audience through their exclusive rights associated with the partnership. The deal will see Heineken continue to engage with fans around the world by placing the UEFA Champions League at the heart of innovative and exciting marketing campaigns as well as through the continuation of the UEFA Champions League Trophy Tour, presented by Heineken, which allows fans to see the trophy in person.
In addition to the UEFA Champions League, Heineken's renewed three-year agreement will include sponsorship rights for the UEFA Super Cup.
“We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match,” said UEFA President Aleksander Čeferin.
“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world,” said HEINEKEN Chairman and CEO Dolf van den Brink.
In addition to supporting the UEFA Champions League, Heineken is also a proud partner of UEFA Women’s Football since 2021.