Heineken bids UEFA Champions League farewell

The Netherlands | Heineken will end its three-decade-long run as the official beer sponsor of the UEFA Champions League in August 2027. The decision follows what the group described (30 October) as a “strategic review” of its sponsorship portfolio. The company cited a sharper focus on investments that deliver “spend proportionate to value creation” and measurable returns on investment. Heineken first sponsored the tournament in 1994 with the Amstel brand before switching to its flagship namesake beer in 2005.

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