Heineken takes UEFA spot

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Related tags: Heineken, Uefa champions league

Heineken will replace Amstel as the title sponsor of the UEFA Champions League next season as the brewer tries to increase the brand's sporting...

Heineken will replace Amstel as the title sponsor of the UEFA Champions League next season as the brewer tries to increase the brand's sporting credentials.

The decision to move Amstel out of the sporting arena came as Heineken renewed its contract with UEFA to support the football tournament for a further three years.

Heineken has also renewed its title sponsorship of European club rugby tournament, the Heineken Cup, which together with the Champions League, will give the brand a strong position in both sports.

Heineken said it took the decision to transfer the sponsorship from Amstel to Heineken in response to the Champions League's growing popularity in countries outside Europe, where the Heineken brand was "better positioned to use the sponsorship".

Rob Marijnen, managing director of Heineken UK, said: "Sponsorship of the UEFA Champions League is part of our increased investment in the Heineken brand. Here in the UK, the sponsorship will help increase awareness of our premium positioning."

Chris Duffy, Heineken's customer marketing controller, added: "Amstel could be matched with lots of other things like (less mainstream) types of music.

"We already have an involvement with the Big Chill festival and are really aiming to reach people who go to premium bars."

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