Heineken has emphasised the importance of its flagship brand by becoming the main sponsor of the UEFA Champions' League.
For the past 10 years Europe's premier club football competition has been sponsored by the Heineken-owned Amstel lager. However, from the end of next season - which is the last in Amstel's current deal - Heineken will take over. A new deal will then see Heineken extend its sponsorship to the 2008/2009 season.
The announcement was made by senior Heineken and UEFA officials at last week's Champions' League Final, which saw Liverpool stage an amazing comeback against AC Milan.
According to sources at Heineken the decision to transfer the deal between the two brands was taken because of the Champions' League's growing popularity in countries outside of Europe. And given Heineken's greater international appeal it seemed like the best move to make.
Rob Marijnen, managing director of Heineken UK, said: "Sponsorship of the Champions' League is part of our increased investment in the Heineken brand and reflects our commitment to building our position in the premium lager category.
"Here in the UK, the sponsorship will help increase awareness of our premium positioning by associating Heineken so powerfully with Europe's most prestigious club football tournament."
The Dutch brand is showing a serious commitment to supporting top-level sport. This announcement comes soon after Heineken announced it was renewing its sponsorship of European Cup Rugby.