Heineken® the leading international, premium beer brand has renew its pledge to continue as an official partner of the world’s most prestigious club football competition (UEFA Champions League) up to and including the 2017 / 2018 season.

Heineken® has been an integral partner of the UEFA Champions League since 2005 and the sponsorship allows Heineken® to elevate its global status as the world’s favourite beer.

The UEFA Champions League had last year, reached a cumulative audience of more than four billion TV viewers in 220 countries and territories, whilst also continuing to support the brand’s growth.

The Marketing Director Nigerian Breweries Plc, Walter Drenth, in his reaction to the renewal of the contract said, “The UEFA Champions League’s unrivaled international reach and professional standards make it the perfect match for Heineken®.

“It is one of the brand’s main engagement pillars, and as such we strive to constantly strengthen and broaden our activation through innovative marketing and our global footprint.”

Moreover, the contract renewal aim at seeing Heineken obtain the rights to exclusive UEFA Champions League content, such as Back Stadium Tour and UEFA Champions League Trophy Tour, presented by Heineken, which will be available across the brand’s owned social media channels, as well as maintaining the rights as presenting partner for UEFA Champions League Video section on www.uefa.com

The deal with UEFA is further targeted to provide fertile ground for Heineken®’s innovative and award winning consumer focused campaigns and also includes increase in exclusive LED pitch boarding exposure, and the right to promote the association in key retail channels.