Sponsorship
In 1991, the UEFA Champions League was founded in Geneva,
Switzerland. This competition was for the eight European
winners of their local national league. Currently, the event has
expanded into one of the most spectacular football events in the
world. Amstel, being the unpretentious beer for having a good
time together, makes its association with the UEFA Champions
League more than logical.
What is better than watching world-class football either in the
stadium or at home with friends? After this year's final in Glasgow,
the popularity of this football event was proven: 5.7 million
spectators went to see 157 matches between thirty-two teams in
the stadiums, 4.8 billion people watched the matches on TV.
The UEFA Champions League offers Amstel the opportunity to
reach the consumer at his or her favourite place to watch the
game and at the same time enjoy an Amstel beer. The sponsoring
contract allows Amstel to broadcast specially made break
bumpers (ten seconds announcements "this match was brought to
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