LEBRATES
FOOTBALL
AMSTEL CE
10 YEARS OF
This year marks the 10th anniversary of Amstel's sponsorship of
the UEFA Champions League, one of the longest sponsorships in the
history of this high profile event. At the final, Amstel celebrated
the occasion in style.
Amstel developed a unique relationship with the UEFA Champions
League and its fans. Amstel positioned the brand through all forms
of communication not just as a sponsor, but also as a true supporter
of the game, enjoying the fun and passion offered by this ultimate
spectator sport.
These are facts that make Amstel proud to be a supporter of this
tournament, season after season. And therefore Amstel celebrated
its anniversary year in style.
For this joyous occasion, Amstel introduced a special Celebrations
bottle. This 1.5 litre magnum-sized bottle, especially developed for
the anniversary, was put to good use: players of the winning team
Porto celebrated their victory, holding the Amstel magnum bottle.
Amstel also organised an exhibition to show the evolution of its
sponsorship by displaying promotional materials, advertising cam
paigns, merchandising and packaging used over the past decade.
In the last ten years the game has seen some changes, UEFA itself
introducing new competition formats and rules. What always remains
though is the outstanding quality of football, and the prestige
that goes with gaining a place in the UEFA Champions League.
Preparations for 2005 are already taking place. Amstel is well
underway to continue the successful and unique sponsorship of
the UEFA Champions League.
