A premium event for a premium brand
AUGUST 2005
Since 1994, Amstel has developed a unique relationship with the UEFA
Champions League and its fans, positioning the brand not only as a
sponsor, but also as a true supporter of the game - enjoying the fun and
passion offered by this ultimate spectator sport.
This year's grand final match, however, was the perfect opportunity for
Heineken to announce the extension of its long-standing sponsorship deal,
with the flagship premium brand taking over as a supporter of the UEFA
Champions League. At a special international press conference just prior to
the big game, Heineken Executive Board member Jean Frangois van
Boxmeer commented: "We are delighted to have extended our sponsorship
of the UEFA Champions League. With over four billion viewers per season in
227 nations around the world, this premier sporting event has become
truly global and fits perfectly with the Heineken brand, which is the world's
most international premium beer."
The UEFA Champions League is extremely popular outside Western
Europe, particularly in the Asia-Pacific and Latin America regions. As the
UEFA Champions League becomes a more global sporting event, the
Heineken brand is better placed to leverage the sponsorship of the
competition.
"Now the UEFA Champions League has taken on a more international
dimension," van Boxmeer said, "it makes sense for us to use our most
international brand. A premium event for a premium brand."
