friendship,
fun freedom
CONTRACT SIGNING
Amstel Beer remains a sponsor of the UEFA Champions League in
the coming years. In February 2003, Amstel and UEFA announced
that Amstel had committed to a new three-year contract
(2003-2006) as one of the main sponsors of the UEFA Champions
League. The relationship between Amstel and UEFA is one of the
longest lasting in UEFA Champions League history. In 2004,
the relationship between Amstel and UEFA will have existed for
ten years.
Amstel's long lasting relationship with UEFA has significantly
contributed to its position as the number two beer brand in
Europe. The UEFA Champions League sponsorship has increased
Amstel's brand awareness and its affinity with consumers across
Europe. Amstel Beer, part of the Fleineken Company, established
an image as the most fitting beer brand for football fans. Flence
Amstel's enormous popularity in typical football countries in
Europe. Amstel expresses its bond with fans and football with the
term 'Fanship', which embodies Amstel's brand values 'Friendship,
Fun Freedom'.
The UEFA Champions League provides Amstel with an ideal
platform to leverage the Amstel brand and its core association
with football and its fans. Amstel has identified itself with the fans
who consider football as the sport that connects people, inspires
them and gives great pleasure. The sponsorship of the UEFA
Champions League implies much more than just supplying beer
and advertising in stadiums and on television. In the coming three
years this will again be apparent in all the activities Amstel will
organise throughout Europe. Gerhard Aigner, Chief Executive of
UEFA, explains: "The continuing partnership with Amstel for the
next three seasons of the UEFA Champions League combines the
excitement and success of the competition with the 'Friendship,
Fun and Freedom' values of this major international brand.
The renewed support and contribution of Amstel towards
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