Dutch beer brand Heineken has extended its Uefa Champions League sponsorship, and, in a separate deal, signed as the Official Beer Partner of Euro 2020, ending Uefa’s long search for a beer brand to sponsor the national team tournament.
It is no surprise that Heineken has extended its Champions League partnership for another three seasons, from 2021-22 to 2023-24. The brewer’s relationship with competition is already well-established, stretching back over 25 years.
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