Heineken

Rugby Union

Dutch premium beer brand Heineken will pay around €5m ($5.7m) per year to return as title sponsor of the European Rugby Champions Cup, from 2018-19 to 2021-22, after four seasons in the role of Official Beer Partner. 
Motorsport

Sports Sponsorship Insider spoke with Hans Erik Tuijt about Heineken’s learnings, thoughts on the changes to Formula One made under new owners Liberty Media, and goals for next season and beyond. 

Rugby Union

Dutch brewing company Heineken has strengthened its long-running partnership with World Rugby after agreeing a deal to sponsor the 2019 World Cup, which will be staged in Japan.
Football

Dutch brewing company Heineken has extended its sponsorship of the Uefa Champions League and Europa League European club football competitions.
Football

The Heineken brewery has extended its long-running partnership with English Premier League football club Manchester City.
Motorsport

The Heineken brewery has signed up as a global partner of the Formula One motor-racing world championship.

Football

The Heineken brewery has been unveiled as the presenting sponsor and official beer of the US and European legs of the International Champions Cup pre-season club football tournament.

Multi-sport

Cider brand Strongbow has been named an official partner of Team GB after agreeing a deal with the British Olympic Association.

Rugby Union

English Premiership rugby union club Wasps has entered into a partnership with Dutch brewing company Heineken.

Football

Dutch brewing company Heineken has reached an agreement for its Amstel brand to become an official partner of European club football competition the Uefa Europa League.

Football

Dutch brewing company Heineken has expanded its involvement in Major League Soccer by announcing individual team partnerships with seven franchises from the North American football competition.

Rugby Union

Premium lager brand Heineken took a “leap of faith” in deciding to sponsor European club rugby’s revamped, elite tournaments because it had doubts about the organiser’s commercial concept, Hans Erik Tuijt, global activation director of Heineken International, told Sports Sponsorship Insider this month.