UEFA and Heineken have announced that the Dutch beer company’s flagship non-alcoholic beer brand, Heineken 0.0%, will take over the sponsorship of the UEFA Europa League competition when the tournament resumes on 5th August 2020.
The sponsorship will start at the resumption of the 2019/20 competition, which begins on Wednesday August 5th, and run through to June 2024.
The brand’s sponsorship rights include LED pitch boarding exposure and digital rights, as well as match screenings and ticket giveaways, all of which will be incorporated into the brand campaign, 'Now You Can'.
According to Heineken, the partnership represents the largest ever single-sponsorship deal involving a non-alcoholic beer brand.
"Heineken 0.0% has seen incredibly strong growth over the past few years, so we're delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week,” said Hans Erik Tuijt, Global Sponsorship Director, Heineken.
“We feel it’s crucial to encourage responsible drinking and give consumers a choice.”
Guy-Laurent Epstein, Director of Marketing at UEFA Events SA, said, "We are pleased to welcome Heineken 0.0% as the new official beer sponsor of the UEFA Europa League. This move represents the start of another great chapter of the longstanding relationship, between Heineken and UEFA,
"This exciting new sponsorship will begin immediately featuring at UEFA Europa League matches for the rest of the season. With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”
Heineken has been a UEFA partner since 1994 through its sponsorship of the UEFA Champions League, and began its Europa League partnership in 2015. Heineken 0.0% will take over from the company’s Amstel brand.