August 3 – Heineken has signed a new sponsorship with UEFA for the Europa League that will begin with the resumption of the competition this week and run through to June 2024.
The brewer’s flagship non-alcoholic beer brand, Heineken 0.0%, will be given the promotion, the first sponsorship deal involving a non-alcoholic beer brand.
Sponsorship rights include LED pitch boarding exposure, digital rights, team greeter, match screenings and ticket giveaways. Heineken will activate a campaign titled ‘Now You Can’.
Hans Erik Tuijt, Heineken Global Sponsorship Director, said: “Heineken® 0.0% has seen incredibly strong growth over the past few years, so we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week. We feel it’s crucial to encourage responsible drinking and give consumers a choice.”
Heineken has been a UEFA sponsor since 1994 with the Champions League, and from 2015 with the Europa League. Amstel was the brand used for the Europa League but will be replaced with Heineken 0.0%.
Guy-Laurent Epstein, director of marketing at UEFA Events SA, said, ” This move represents the start of another great chapter of the longstanding relationship, between Heineken and UEFA…This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”
The Europa League restarts Wednesday with the completion of the last 16 knockout matches. August 10 will see the competition close out with the quarterfinals, semi-finals and final played as a straight knockout tournament across four cities in Germany in August: Cologne, Duisburg, Düsseldorf and Gelsenkirchen. All these ties will be single-leg fixtures with the final to be played August 21.
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