The Dutch brand’s new agreement with European soccer’s governing body sees it take on a wide-ranging partnership at next summer’s EURO 2020. The deal covers 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.
Heineken will also activate global TV and digital integrated marketing campaigns over the course of the continental national team tournament with its global soccer ambassador Thierry Henry, the EURO 2000 and 2009 Champions League winner.
Speaking to SportsPro, Heineken’s Global Sponsorship Director, Hans Erik Tuijt, further explained the brewer’s plans for EURO 2020: “The brand campaign will be brought to life inside and outside of the stadiums through a digital campaign to engage football fans in Europe and around the world, showcasing the fact that the EURO 2020 action is better enjoyed together with friends.
“The global campaign will involve creation of a series of on-pack, digital, social, ATL content and OOH assets for markets to use in localised campaigns.”
Meanwhile, Heineken has also extended its partnership with the Champions League, European soccer’s elite club competition, a relationship stretching back more than 25 years. Its fresh deal with the tournament will continue to see Heineken branding on LED pitchside boards , along with other TV and marketing activations.
“Sponsorship plays an important role in fuelling the continued growth of the Heineken brand around the globe,” Tuijt continued, as he outlined how the sponsorship deals will play a key role in the brewer’s European and global business growth objectives.
“It is great for the brand to be a partner of both the leading European club and international tournaments – it is extremely important and valuable for Heineken to be so closely associated with top tier football, helping position the brand as the number one global premium beer and giving fans unrivalled football experiences around the world.”
UEFA Marketing Director Guy-Laurent Epstein added: “We know the value Heineken brings through their outstanding engagement with fans of the UEFA Champions League across the globe and we are delighted to extend this partnership for another three seasons.
“We are also extremely excited as we will be able to call on their experience and innovative marketing campaigns in the build-up to and during UEFA EURO 2020.”
Next year’s EURO 2020 will be hosted across 12 European cities for the first time. For Tuijt, Heineken is well placed to deliver on its objectives during the month-long, country-hopping event.
“This is the first time the EURO format will be operating in multiple places at the same time – however this challenge is something Heineken is very familiar with as sponsors of major global tournaments including the Rugby World Cup and UEFA Champions League,” he said.
“Managing the supply and logistics around delivering premium beer to sports fans across different markets is something Heineken is ideally placed to provision and has achieved successfully over the 25-year sponsorship of major sporting competitions.”
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