FDBusiness.com

Global brewer Heineken has announced an ambitious new sponsorship of European club football, with its international quality brand Amstel becoming a sponsor of the UEFA Europa League. The move marks a return to football for Amstel, one of Europe’s leading beers, which has a rich heritage backing elite European football, having previously been a sponsor of the UEFA Champions League from 1994-2005.

Walter Drenth, Senior Global Director International Brands at Heineken, comments: “Amstel’s previous 11 year partnership with UEFA played a significant role in the brand becoming a truly international player in the global beer market. Amstel has a proud heritage in supporting football at different levels and we are delighted that the brand is back involved with elite European club football. With the evident synergies between the UEFA Europa League and the international Amstel brand we look forward to another fruitful partnership for years to come.”

The new deal positions the Heineken company as the key player in European club football with its two leading brands leading the charge in the top two cup competitions of the game across the continent. Building on the existing successful partnership with UEFA, the deal also promotes Heineken and Amstel as the beers of choice for midweek football fans through Tuesday, Wednesday and Thursday and continues Heineken’s strong support of football around the world.