The campaign, “Cheers to All Fans, Men Included,” features female soccer fans across a variety of teams, ages and ethnicities enjoying the game in bars with a glass of Heineken, or even during intimate situations.

A UEFA Champions League sponsor since 1994, the Dutch brewer will be a partner for the 2024-27 competition cycle.

Brewing Success: Heineken® Renews Long-Standing Relationship with UEFA Champions League. Heineken® is announcing the extension of its sponsorship with the UEFA Champions League, Europe's premier men's club football competition, from 2024 through 2027.

Dutch brewer continues long-standing partnership until end of 2024/27 cycle. Uefa has extended its long-standing global partnership with Heineken for the Champions League until the end of the 2024/27 cycle.

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Heineken® is brewed using a natural brewing process with no additives. It contains water, barley malt, hops, and the unique Heineken® A-yeast for fermentation in the brewing process.

The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio.

Heineken has been a partner of the UEFA Women's Champions League and UEFA Women's EUROs since 2021, when the brand made the decision to mirror its men's and women's sponsorships across both football and motorsport.

Sports marketing research group IMR estimates the current partnership costs Heineken $70 million per year, with the new deal worth more.

Heineken® is a worldwide partner of Rugby World Cup, title partner of the Heineken® Champions Cup and a partner of a number of World Rugby Seven's tournaments. Heineken® is the official partner of the prestigious UEFA Champions League, enjoyed by over 4.2 billion people around the world.

Heineken has had a star logo on its beer for most of the years since it was first brewed in the second half of the 19th century, changing to a red one in the 1930s. The star is thought to represent a brewers symbol or the various stages of the brewing process.

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