Heineken have revised its Europa League sponsorship to promote Heineken 0.0% as opposed to Amstel, for the competition's resumption on 5 August.
The non-alcoholic arm of the infamous Dutch beer brand’s deal with UEFA, will run from the resurrection of the competition this week until June 2024, becoming the largest single sponsorship deal for a non-alcoholic beer brand.
Heineken were already involved with the beer category rights of the UEFA Europa League, as they take over from Amstel, a Heineken-owned brand, who previously held deals over a number of seasons, including the most recent 2020/21 season.
By switching from Amstel to Heineken 0.0%, it represents a shift in interest from the Dutch beer giant who want to see a continued growth in the popularity of its non-alcoholic brand.
Heineken have stated that Amstel will be modifying their focus to have a much stronger local and regional impact in its fast-growing regions.
The brand’s partnership with UEFA will include LED pitch boarding exposure and digital rights, team greeter rights, match screenings and ticket giveaways. These will all be incorporated into the brand’s campaign, ‘Now You Can’.
“Heineken 0.0% has seen incredibly strong growth over the past few years, so we're delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week,” said Hans Erik Tuijt, the Global Sponsorship Director for Heineken.
“We feel it’s crucial to encourage responsible drinking and give consumers a choice.”
Heineken have now extended their beer category rights portfolio even further, having already acquired a number of rights to European men’s football clubs and team competitions.
It will also become a sponsor of the new third-tier Europa Conference League, which will launch from 2021-2024. The original deal was made with its Amstel brand before switching to Heineken 0.0%.
Guy-Laurent Epstein , the Director of Marketing at UEFA Events SA, said, “We are pleased to welcome Heineken 0.0% as the new official beer sponsor of the UEFA Europa League. This move represents the start of another great chapter of the longstanding relationship, between Heineken and UEFA.
"This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”
This seasons Europa League quarter-finals, semi-finals, and final will be played as a straight knockout tournament across four cities in Germany in August: Cologne, Duisburg, Düsseldorf and Gelsenkirchen, all of which will be single-leg fixtures.
Author: Jake Wilkin