Heineken announces series of women's sport partnerships

26 Aug 2021

By: Sport Industry Group

Heineken has announced new sponsorship deals with three major women’s sport properties across football and motorsport.

The brand has signed up as an Official Partner of the UEFA’s Women’s Champions League, and the UEFA Women’s EURO 2022 and 2025, as well as the international single-seater motor racing championship for female drivers, W Series.

The partnership will see the brand team up with the sporting competitions to produce exclusive DJ sets to ‘round off the action and emotion’. Heineken says the move marks a ‘new chapter in its commitment to fans’, building on its already-existing partnerships within both football and motorsport.

Heineken’s partnership with UEFA’s women’s tournament will extend through until the end of the 2024/25 season. The partnership will provide Heineken with additional ticketing, hospitality, branding and pouring opportunities as well as digital fan activations including the Heineken Goal of the Round, and in stadium activations and experiences for fans like the Heineken Best Seat in the House.

Heineken’s multi-year deal with W Series, meanwhile, will give the beer brand at-track visibility at races for its Heineken 0.0 alcohol-free product, as well as its digital activation ‘Heineken Star of the Track’. It will also use W Series to continue its support of its When You Drive Never Drink campaign.

“We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences,” said Bram Westenbrink, Global Head Heineken Brand.

“By extending our partnerships in football and motorsport to include W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all.” 

Nadine Kessler, Chief of Women’s Football at UEFA, said: “We are delighted to expand our fantastic 25-year relationship with Heineken through to the UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025. This expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and the amazing fans, players and coaches who make these tournaments so special.”

Catherine Bond-Muir, CEO of W Series, added: “This partnership marks another exciting step forward for W Series and our mission to further the interests and prospects of female racing drivers. Heineken’s commitment to supporting us shows how W Series is going from strength to strength enhancing the way our fans watch racing through exceptional experiences. 

“We know the incredible support that Heineken brings through their outstanding engagement with racing fans across the world and we are delighted to partner with Heineken for this incredible journey."

The announcement of these new sponsorships is celebrated in a new film featuring Heineken ambassadors Thierry Henry and David Coulthard, alongside Pernille Harder, Melanie Leupolz, Jamie Chadwick, and Naomi Schiff. The film captures the shared magic, drama and excitement of sports – that is what makes it so special for the fans.