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Heineken extends long-term backing of KNVB

The Royal Netherlands Football Association (KNVB) has extended its long-running partnership with Dutch brewing company Heineken.

The new deal between the two parties, which have been partners for 25 years, will run until at least 2024.

The agreement will include large-scale fanzone activations for supporters of the Dutch national team. Heineken will also promote healthy eating and drinking habits at the amateur level of the game through its non-alcoholic Heineken 0.0 brand.

Heineken 0.0, and not Amstel, will also be promoted in the final of the KNVB Beker cup competition. Heineken-owned beer brand Amstel had benefited from brand exposure during the game since 1995.

Heineken is also a sponsor of the Uefa Champions League and Europa League club competitions, with its current deal with Uefa running until the end of the 2020-21 season. Heineken first partnered with Uefa in 1994.