Heineken becomes official partner of UEFA Women’s Football

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The four-season partnership includes the UEFA Women’s Champions League, the UEFA Women’s EURO, the UEFA Women’s Under-19 and Under-17 Championships, the UEFA Women’s Futsal EURO, and UEFA’s Together #WePlayStrong initiative, which aims to encourage more girls and women to play football.

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 its amazing fans, players and coaches, who make these tournaments so special.”

The 2021/22 season marks the start of a new dawn for the UEFA Women’s Champions League. There will be a 16-team group stage, while the distribution payments on offer have been quadrupled. In July 2022, UEFA’s flagship women’s national team tournament will take place in England as they host UEFA Women’s EURO 2022.

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 to include UEFA Women’s Champions League and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all. With this in mind we are proud to announce extensions to our UEFA partnership that dates back over 25 years.”

The partnership will provide Heineken with additional ticketing, hospitality, branding and pouring opportunities as well as digital fan activations such as the “Heineken Goal of the Round” in the UEFA Women’s Champions League and UEFA Women’s EURO, and in stadium activations and experiences for fans such as the “Heineken Best Seat in the House”.

Heinken joins Visa, PepsiCo, Just Eat Takeaway.com, Hublot, the Euronics Group and Grifols as partners of UEFA Women’s Football.


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Written by

Deirdre Tynan

Deirdre Tynan is an award-winning journalist who enjoys bringing the best in news reporting to Spain’s largest English-language newspaper, Euro Weekly News. She has previously worked at The Mirror, Ireland on Sunday and for news agencies, media outlets and international organisations in America, Europe and Asia. A huge fan of British politics and newspapers, Deirdre is equally fascinated by the political scene in Madrid and Sevilla. She moved to Spain in 2018 and is based in Jaen.

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