Heineken has announced it will be the official UEFA Euro 2020 beer partner, and in a separate agreement, has extended its UEFA Champions League partnership by another three years, from 2021 to 2024.

The brewer’s relationship with UEFA Champions League is already well established, stretching back over 25 years.

The new UEFA Euro 2020 contract includes exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch boarding exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

The brand will also activate global TV and digital marketing campaigns, utilising its global football ambassador, UEFA Champions League and UEFA European Football Championship winner, Thierry Henry.

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Hans Erik Tuijt, global sponsorship director at Heineken, said: “Heineken has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship.

“We are excited to be able to build the relationship further with the UEFA Euro 2020 partnership, meaning we will be involved in the leading European club and international tournaments.

“UEFA Euro 2020 will enable Heineken to create even more engaging experiences for football fans across Europe and around the world. This partnership complements our other global platforms: Rugby World Cup, Formula One and James Bond.”

Meanwhile, the supplier has also renewed a three-year agreement as a UEFA club competitions partner, which will include sponsorship rights for the UEFA Super Cup from 2021 until 2024.

The new agreement will also see Amstel become a partner of the UEFA Europa Conference League, UEFA’s new club competition that is set to launch in the 2021/22 football season, as well as continuing their sponsorship of the UEFA Europa League.

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