HOLLAND: Heineken renews Champions League deal
Heineken has renewed its contract with UEFA to sponsor the Champions League for a further three years. The Dutch brewer also said today (25 May) that it will take over the sponsorship of the tournament from its Amstel brand starting from next season.
The new contract sees Heineken backing the club football competition from the 2006/2007 season through to the 2008/2009 season.
Heineken took the decision to transfer the sponsorship from Amstel to Heineken in response to the Champions League's growing popularity in countries outside Europe, where the Heineken brand is better positioned to use the sponsorship, the brewer said.
In a statement, Rob Marijnen, managing director of Heineken UK, said: "Sponsorship of the UEFA Champions league is part of our increased investment in the Heineken brand and reflects our commitment to build our position in the premium lager category. Here in the UK, the sponsorship will help increase awareness of our premium positioning, by associating Heineken so powerfully with Europe's most prestigious club football tournament."
Heineken said that it will be investing in advertising and below-the-line opportunities to support activation of the sponsorship both globally and in the UK.
Financial details were not disclosed.
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