Heineken has sponsored the Champions League since 2005

Heineken has sponsored the Champions League since 2005

Heineken has renewed its headline sponsorship of the UEFA Champions League to cover another three years.

The new deal, announced today (31 October), will see the Dutch brewer sponsor the European club football tournament until at least the end of the 2017/18 season. The company still has another year left to run on its current three-year deal, signed in 2011.

Heineken has sponsored the tournament since 2005 and through it claims to reach a cumulative audience of four billion people in 220 countries.

The new deal includes includes improved broadcast reach in Germany, an increase in LED pitch boarding exposure and the right to promote the partnership “in key retail channels”, Heineken said.

Last week the brewer warned that it expects full-year profits to come in down on 2012, as its Q3 net profits slipped

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