Heineken has announced the extension of its sponsorship with the UEFA Champions League, Europe’s premier men’s club football competition, from 2024 through 2027.
The extension will take the partnership to 33 years by the time the deal reaches its conclusion.
The longstanding alliance started in 1994 with the brand Amstel and moved to Heineken in 2005. For this new extension, the tournament takes on a new single-league format. From the 2024-25 season, the competition will expand from 32 to 36 teams which will mean 189 matches instead of the current 125, giving the brand even more opportunities to deliver unforgettable experiences for fans.
“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,” Dolf van den Brink, chief executive at Heineken, said.
“This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world.”
Aleksander Čeferin, president of UEFA, added: “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.”
The sponsorship will run alongside the brand’s sponsorship of the UEFA Women’s Champions League and UEFA Women’s EURO.
