Uefa, Heineken renew Champions League deal

Real Madrid's French forward Karim Benzema celebrates a goal during their Uefa Champions League match against Borussia Dortmund at the Santiago Bernabeu in Madrid on December 7, 2016. PHOTO | PIERRE-PHILIPPE MARCOU |

What you need to know:

  • The new agreement will see Heineken continue as an official partner of the prestigious club football competition until the end of the 2020/2021 season.
  • The partnership also includes the 2018, 2019 and 2020 Uefa Super Cup.

Heineken and European football governing body, Uefa, have reached an agreement over the extension of the current Champions League sponsorship deal.

The new agreement will see Heineken continue as an official partner of the prestigious club football competition until the end of the 2020/2021 season.

The partnership also includes the Uefa Super Cup 2018, 2019 and 2020 Uefa Super Cup.

Heineken's relationship with Uefa dates back to 1994, making it one of the European football governing body's oldest partners.

The contract renewal encompasses LED pitch-side boarding exposure as well as the rights to exclusive Champions League content, such as back stadium tour and the Champions League trophy tour.

Hans Erik Tuijt, the brand’s global sponsorship director, said: "Heineken has enjoyed a long and successful partnership with Uefa for more than 20 years, and we look forward to continuing this.”

“We are thrilled to sponsor the Champions League for another 3 years which demonstrates the continued commitment and support of the beautiful game,” noted Heineken’s East Africa general manager Uche Unigwe.