Heineken has announced that it will become ‘Official Beer Partner of UEFA EURO 2020', which will take place from 12 June to 12 July, 2020.
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 brewer explained.
The brand will also activate global TV and digital integrated marketing campaigns – utilising its global football ambassador, UEFA Champions League and UEFA European Football Championship winner, Thierry Henry.
"UEFA EURO 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition and the UEFA Champions League is going from strength to strength – firmly establishing itself as the world’s premier club competition," said Guy-Laurent Epstein, marketing director of UEFA Events SA.
The tournament will be hosted across twelve European cities: Amsterdam, Baku, Bilbao Bucharest, Budapest, Copenhagen, Dublin, Glasgow, London, Munich, Rome and St Petersburg.
UEFA Champions League
In a separate agreement the drinks giant has extended its UEFA Champions League partnership by another three years, from 2021-24.
The new agreement will also see Amstel become a partner of the UEFA Europa Conference League.
The brewer’s relationship with UEFA Champions League is already well established, stretching back over 25 years.
“Heineken has enjoyed an unrivalled relationship with football fans through our UEFA Champions League sponsorship," said Mark Noble, marketing manager at Heineken Ireland.
Nobel added: "We are particularly excited about welcoming the UEFA EURO 2020 to Dublin and creating a compelling campaign in Ireland to enhance the fan experience for everyone in Dublin."
© 2019 Checkout – your source for the latest Irish retail news. Article by Donna Ahern. Click sign-up to subscribe to Checkout.
