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The UEFA Europa League will have a new sponsorship partner when the competition continues on August 5. Heineken 0.0% accepts the agreement from its sister brand Amstel, which has used the competition for sponsorship purposes in the past five years.
While Heineken offers another brand from its portfolio by changing the sponsoring partner’s visibility and activation options, the main sponsorship rights activated by Amstel from the last four seasons remain unchanged.
“We are delighted to welcome Heineken 0.0% as the new official beer sponsor of the UEFA Europa League. This agreement marks the beginning of another chapter in Heineken’s long and successful partnership with UEFA,” said Guy-Laurent Epstein, Marketing Director of UEFA Events SA.
“This exciting new sponsorship starts immediately and will be visible in all UEFA Europa League games until the end of the season. In light of the launch of the UEFA Europa Conference League in the 2021/22 season and Heineken’s confirmed commitment for the next four years, we look forward to helping Heineken 0.0% sign up for an alcohol-free beer brand under the largest sponsorship agreement to position in European club football.”
Heineken 0.0% is available in 58 markets worldwide (including 34 in Europe). The UEFA Europa League is an important opportunity for the brand to appeal to a new, active sports audience – a total of 550 million viewers watch the competition across all live programs, while an average of 37 million people watch each match day.
“Heineken 0.0% has grown very strongly in recent years,” said Hans Erik Tuijt, Director Global Sponsorship at Heineken. “So we’re happy to announce the brand’s first major sponsorship deal at a time when football can be followed almost every day of the week. It is important to us to encourage people to drink alcohol responsibly and to give consumers a choice.”
This year’s quarterfinals and semifinals as well as the final of the UEFA Europa League will be played as a knockout tournament in four German cities (Duisburg, Düsseldorf, Gelsenkirchen and Cologne) in August. All games take place as a single encounter.
