Last year, Heineken secured a return to the European sports stage for its Amstel brand. Having called time on its ten-year sponsorship of the UEFA Champions League football competition in 2005, Amstel has just completed the first of a three-year tie-up with the slightly lower-profile Europa League football tournament. Replacing Amstel as Champions League sponsor? Why, it was – and continues to be – brand Heineken. Last month, Olly Wehring travelled to Switzerland to meet Walter Drenth, the group’s senior global director for international brands, before being forced to endure his team’s defeat that evening to Seville in the Europa League final.
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