Heineken

Football

In August 2021, Heineken created a global campaign to mark its new move into women’s European football sponsorship with Uefa.
Football
Sponsorship & Marketing

Heineken’s non-alcoholic beer brand Heineken 0.0 will not extend its sponsorship of the Uefa Europa League and Conference League after its current deal expires at the end of the 2023-24 season.
Rugby Union

Investec’s decision to take the title sponsorship rights to European Professional Club Rugby's Champions Cup has helped the competition to emerge from a challenging period commercially.
Rugby Union
Sponsorship & Marketing

Dutch brewing company Heineken will continue its sponsorship of European Professional Club Rugby (EPCR)’s Champions Cup after it was replaced by banking and wealth management services brand Investec as the title partner of the competition.
Football
Sponsorship & Marketing

Heineken has agreed a three-year renewal of its global sponsorship deal with the Uefa Champions League, SportBusiness can exclusively reveal
Football
Sponsorship & Marketing

PepsiCo has agreed a three-year extension of its global sponsorship deal for the Uefa Champions League while Heineken and Mastercard are also close to announcing renewals with Europe’s premier club football c…
Motorsport

Heineken was prompted to move fast to renew its Global Partner deal with Formula 1 after finding out rival brewer AB InBev was also interested in securing the rights. Ben Cronin reports.
Motorsport
Sponsorship & Marketing

Formula 1 is poised to announce a multi-year renewal of its Global Partner agreement with Heineken
Motorsport
Sponsorship & Marketing

Red Bull Racing has added beer brand Heineken to its sponsorship portfolio in a global deal that focuses on alcohol-free brand Heineken 0
Football

As part of its umbrella ‘Cheers To All Fans’ platform and leveraging the on-site and fan zone pouring rights for Uefa Euro 2022 beer partner Heineken, agency M&C Saatchi Sport & Entertainment created a s…
Football
Sponsorship & Marketing

Major League Soccer's DC United has announced a multi-year extension with beverage company Heineken, which sees the company become the official and exclusive beer sponsor of the club
Soccer

In late 2022, Heineken leveraged its sponsorships of the UEFA Men’s and Women’s Champions Leagues through a local activation - part of its umbrella ‘Cheers To All Fans’ platform - in Barcelona built a…
Motorsport
Sponsorship & Marketing

Premium lager brand Heineken Silver has been named as the title sponsor of next year’s inaugural Formula 1 Grand Prix in Las Vegas.
Horse Racing
Sponsorship & Marketing

The UK division of Dutch brewing group Heineken has agreed a multi-year sponsorship deal with Goodwood, the English estate which hosts horseracing showpiece the Goodwood Festival
Motorsport
Sponsorship & Marketing

Dutch beer brand Heineken has been announced as the title sponsor of the Australian Grand Prix, which returns to the Formula 1 calendar after a two-season absence in April
Football

After 12 clubs tried and failed to breakaway from Uefa and form a European ‘super league’ in April 2021, Heineken used its Uefa Champions League rights for a low-latency social campaign echoing fan outrage with a touch of humour.
Motorsport
Sponsorship & Marketing

Beer giant Heineken is looking to take its ‘Greener Bar’ sustainable bar concept used in Formula E into stadium and fan zone environments next year, potentially including the 2022 Women’s Euro in Engla…
Football

On 12 August 2020, Heineken and Uefa livestreamed a global ‘Opening Party’ to celebrate the restart of the Champions League and Europa League after the pandemic-enforced hiatus.