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Uefa adds Heineken as latest women’s soccer partner

Dutch beer brand expands 25-year association with European soccer’s governing body.

Heineken have signed a New deal making them official Uefa women's soccer partners until 2025. The contract covers major events such as the Women’s Champions League, Women’s Euros, Women’s Under-19 and Under-17 Championships, and Women’s Futsal Euros. It is clear that Heineken are showing interest into female sports as they have also announced partnership with female motorsport championship W Series earlier this week.

The four-season deal will last until 2025 and cover all the women’s tournaments run by Uefa. Heineken will also support Uefa’s ‘Together #weplaystrong initiative, which looks to encourage more girls and women to play soccer.

Furthermore, the partnership secures Heineken with further ticketing, hospitality, branding and pouring opportunities, as well as digital fan activations during the Women’s Champions League and Women’s Euros. Stadium activations and experiences for fans are also covered in the contract.

The announcement sees Heineken join Visa, PepsiCo, just eat, Hublot, the Euronics Group and Grifols as partners of Uefa women’s soccer. The Dutch beer brand has already sponsored various Uefa competitions over the past 25 years.

“We are delighted to expand our fantastic 25-year relationship with Heineken through to the Uefa Women’s Champions League and Uefa Women’s Euro 2022 and 2025,” said Nadine Kessler, chief of women’s football at Uefa. “This expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and its amazing fans, players and coaches, who make these tournaments so special.”

Bram Westenbrink, global head Heineken brand, added: “We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences. “By extending our partnerships in football to include Uefa Women’s Champions League and Uefa Women’s Euro 2022 and 2025, we are enabling more thrilling experiences for all. With this in mind we are proud to announce extensions to our Uefa partnership that dates back over 25 years.”