Heineken® gives sports fans three more reasons to cheer
26 August 2021
Heineken® unveils new UEFA and Motorsports partnerships
Bringing fans together over world-class sports
Amsterdam, 26th August 2021: The hope, the cheers, the suspense, the celebration – and having the very best of times before, during and after a sports event… it’s what fans want, now more than ever. That’s why Heineken® is announcing new partnerships to provide even more top performances for fans to cheer on with UEFA’s Women’s Champions League, UEFA Women’s EURO 2022 and 2025, and W Series, the international single-seater motor racing championship for female drivers.
Fans can look forward to world-class sport, accompanied by exclusive DJ sets to round off the action and emotion. For Heineken® it’s a new chapter in its commitment to fans, building on thriving partnerships within football and motorsport.
Bram Westenbrink, Global Head Heineken® Brand, said:
“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. 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.”
Julia George, Global Sponsorship Manager for Heineken®, said:
“Our multi-year deals with W Series, UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025 enable us to create even more world-class experiences to enhance the sports that fans love. And we know that fan passion is not determined by gender, but by coming together over the love for the sport and the world class athletes. That’s why we are proud to announce extensions to our partnerships in football and motorsport.”
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, said: “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.”
Heineken®’s partnership with UEFA 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 will give the premium beer brand on-track visibility at races, Heineken® 0.0, digital activation ‘Heineken Star of the Track’, its continued support to responsibility through When You Drive Never Drink and – of course – track-side fan experiences throughout the season. 2021 is a big year for W Series, which launched in 2018. For the first time the championship will join eight Formula 1, Grand Prix races across the season, giving motorsport fans the opportunity to watch the world’s top female drivers compete.
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.
The short film can be viewed in full here.