Extra time for football sponsorship

Thiery Henry with UEFA trophiesAS international sides battle to qualify for the UEFA summer showpiece, Heineken has been unveiled as the official beer partner of Euro 2020

At the same time, the brewer revealed that it is extending its involvement in the UEFA Champions League by another three years, to 2024.

The new UEFA Euro 2020 contract includes exclusive pouring rights at stadiums, fan zones and fan villages, LED pitch board exposure, digital rights, Man of the Match presentations, match screenings and ticket giveaways.

Heineken will also run global TV and digital marketing campaigns featuring its global football ambassador, Thierry Henry.

Global sponsorship director, Hans Erik Tuijt, said: “We are excited to be able to build the relationship further with the UEFA Euro 2020 partnership, meaning we will be involved in the leading European club and international tournaments.”

UEFA events marketing director, Guy-Laurent Epstein, added: “This is an incredibly exciting time for football in Europe. UEFA Euro 2020 will be hosted by 12 countries for the first time as part of the 60th anniversary celebrations of the competition.”

Glasgow is one of the cities hosting matches in the tournament, which will run from June 12 to July 12 next year.