Heineken deepens its ties with the Uefa Champions League

Heineken has extended its sponsorship agreement with the Uefa Champions League (UCL) for an additional three-years as the brand presses ahead with its efforts to grow its global market share through sports sponsorships.
The new deal builds on the relationship between the pair which dates back to 1994 and will see the brewer continue to sponsor the football tournament until the end of the 2021 competition. The contract also includes the Uefa Super Cup from 2018 until 2020.
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