Heineken aux côtés de l’UEFA Champions League jusqu’en 2021

La marque de bière Heineken a annoncé la prolongation de son partenariat avec l’UEFA Champions League pour 3 ans supplémentaires.

Avec ce partenariat, Heineken a un objectif lié à l’image mais également de résultats financiers puisque les produits de la marque sont vendus dans les stades qui accueillent la compétition (en France, on reste sur de la bière sans alcool, loi Evin oblige !). En plus d’utiliser des contenus UEFA sur différentes plateformes, la marque continuera à s’afficher en bord de terrain via les panneaux LED et à supporter la tournée du trophée dans le monde entier. La marque est également bien présente dans les espaces hospitalités les jours de match de Ligue des Champions. Mais le grand public ne verra rien de tout cela en France où toute communication reliant le sport et l’alcool est interdite.

« Heineken connait un partenariat réussi avec l’UEFA depuis plus de 20 ans, et nous sommes impatients de continuer. Notre campagne mondiale «Champion the match» est diffusée dans plus de 100 marchés cette saison. Nous créons des expériences passionnantes qui vont au-delà des 90 minutes d’un match. » explique Hans Erik Tuijt, Directeur Sponsoring d’Heineken.

Guy-Laurent Epstein, Directeur Marketing de l’UEFA ajoute : « Nous sommes très heureux et reconnaissants qu’Heineken ait choisi de renouveler son partenariat avec l’UEFA Champions League. Avoir un partenaire aussi expérimenté est d’une valeur inestimable pour l’UEFA et renforce nos efforts pour améliorer et promouvoir continuellement nos compétitions de clubs au niveau mondial»


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