Heineken and UEFA renew partnership

UEFA has announced a partnership extension with Dutch brewer Heineken, with their association now set to last till 2027, as part of the European football-governing body’s 2024–2027 commercial cycle.

By continuing on till 2027, the UEFA-Heineken partnership will reach its 33rd year.

Heineken will continue to sponsor the UEFA Champions League, the UEFA Europa League, the UEFA Europa Conference League, and the UEFA Super Cup. It will also continue to present the UEFA Champions League trophy tour.

Heineken will also work with UEFA on various marketing campaigns, while also sponsoring the UEFA Women’s Champions League and the UEFA Women’s Euro. 

Aleksander ?eferin, President of UEFA, commented:

“We are delighted to extend our partnership with Heineken, a company with such a well-established heritage in the world of sports. This new multi-year deal pinnacles an extraordinary relationship between two long-standing allies, lasting over a quarter of a century. Just like football and beer, our collaboration is a perfect match.”

Dolf van den Brink, CEO at HEINEKEN, added:

“Football and beer have a special power to bring people together and create unforgettable social moments. That’s why we are thrilled to extend our sponsorship of the UEFA Champions League until 2027 as the competition takes on an exciting new format. This change means more matches and more opportunities to bring fans together and create incredible memories for supporters around the world.“