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Heineken renews Champions League sponsorship

Heineken has agreed a three-year renewal of its global sponsorship deal with the Uefa Champions League, SportBusiness can exclusively reveal.

As previously reported, the firm was understood to be in advanced negotiations with the European governing body and its exclusive sponsorship sales agency Team Marketing, with fellow current Champions League sponsor Mastercard also on the cusp of renewing.

The Dutch brewer is now understood to have signed the contract with Uefa and an official announcement about the extension is expected soon. It would become the second brand to renew its Champions League ‘Global Sponsor’ rights after PepsiCo announced a renewal in July, also exclusively reported by SportBusiness.

The agreement covers the next Champions League cycle from 2024-25 to 2026-27 and means the brewing company will have had an association with the competition in some shape or form since 1994.

The company’s Amstel brand sponsored the tournament from that point until the main Heineken brand took over the rights in 2005. The Uefa competition, previously known as the European Cup, was rebranded and reformatted as the Champions League for the 1992-93 season.

It remains to be seen if Heineken will also renew the sponsorship deal between its zero-alcohol Heineken 0.0 brand and Uefa’s second-tier club competition, the Europa League, which is combined as a package with the third-tier Europa Conference League.

Heineken was also a Euro 2020 sponsor, the second tier of the federation’s national team football programme, and is a top-tier Uefa Women’s Football Partner, the uppermost tier in its women’s football sponsorship programme. Uefa is currently in the market for Euro 2024 sponsors while the Women’s Football Partner deal is not due to expire until 2025.

Team Marketing has the remit to sell the global sponsorship rights to all Uefa club competitions for the next cycle while CAA Eleven is the exclusive sponsorship sales agency for national team football. TRM Partners, the sponsorship sales agency owned by Two Circles, supports the confederation’s search for sponsors for its women’s football programme.

Flat fee
SportBusiness understands Heineken is paying a similar sum on a per-annum basis to its previous three-year deal with the competition.

The brand is known to have been one of the highest-paying brands in the Champions League sponsorship portfolio and sources said the flat fee ought to be seen as a course correction to bring its deal closer into line with other sponsors.

Team Marketing is facing increased revenue targets for the Champions League based on the heightened media value of the competition as format changes expand its total number of matches and teams taking part.

To help meet the targets, Uefa’s Champions League sponsorship offering for the next cycle will include one additional top-tier Global Sponsor position and a new secondary ‘supplier-style’ tier, designed to appeal to technology brands or companies who lack the financial clout to take a top-tier package.

Uefa and Team are aware that affordability is becoming an issue for some brands, so part of the thinking behind the new slots is that they will spread the burden of meeting the new sponsorship revenue targets.

Set against this, sister title SportBusiness Sponsorship reported PepsiCo’s deal to be worth around 20 per cent more than its agreement in the last three-year cycle. The uplift is partly explained by the company securing an enhanced package of rights that includes the player hydration rights and pitch-side exposure for its Gatorade brand.

Sources said the company was keenly aware of interest from Coca-Cola in sponsoring the Champions League, with one suggesting the rival brand had come closer than ever to snatching the rights from PepsiCo. But SportBusiness Sponsorship has been unable to determine exactly how advanced discussions got with the competitor.

There is also understood to be an uplift in Mastercard’s renewal, which is thought to have been agreed in principle and is now at the contracting phase.

In April it was revealed Uefa had also accepted three offers from brands in relation to its Europa League and Europa Conference League packages but the identities of the companies in question has yet to be revealed.

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Marketing & Sponsorship

Lagos Sports Commission DG, Gaslink Commission Newly Refurbished Elegbata Sports Centre

Lagos State Sports scores another milestone in the public/private partnership with the recently commissioned Elegbata Sports Centre, Elegbata on Lagos Island.

Director General Lekan Fatodu led top management staff of the Lagos State Sports Commission to the Elegbata Sports Centre for the brief commissioning of the sports centre.

Also on hand was the Managing Director, Gas Distribution Axxela, Kehinde Alabi who also came along with some staff of the company.

Sports Marketing International reports that Gaslink refurbished the playing turf, perimeter fence, spectator gallery stand, and improved the overall aesthetic of the sports centre.

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Marketing & Sponsorship

Niger Delta Sports Festival: Akwa Ibom ready to host – Gov Umoh Eno

 

The maiden edition of the Niger Delta Sports Festival has received a major boost with the assurance by the Akwa Ibom State Government of its readiness to host.

The State Governor, His Excellency, Pastor Umoh Eno, gave the assurance on Thursday during a courtesy visit by the management of the Niger Delta Development Commission led by the Managing Director, Dr Sam Ogbuku, accompanied Executive Director, Sector Directors, and the Project Consultants, Dunamis Icon, to brief the Governor on the objectives for instituting the multi sports competition and plans for its successful realisation.

Thanking the NDDC for initiating the festival and choosing Akwa Ibom State as host of the maiden edition, Gov Enoh said the visit by the NDDC shows it’s seriousness on the project.

“We thank you for the privilege to host. Your visit shows your seriousness, and there is no way we will reject it.

“The festival will promote the unity in our diversity and also help the local economy through the various commercial activities, from patronage of hotels, food, transportation and other things involved.

“We will set up a small committee to work with you to deliver the event. We look forward to welcoming the Niger Delta, and together, we will have a good time.”

On the availability of required sports facilities, the governor expressed pleasure that successive administrations in the state have contributed to the stock.

“These facilities have come through the combination of works done by each administration. The Godswill Akpabio Stadium done by our present Senate President has stood the test of time, and it also takes great efforts to maintain and sustain it.”

L-R: MD of NDDC, Dr Sam Ogbuku; Akwa Ibom State Governor, His Excellency, Pastor Umoh Eno; NDDC Executive Director of Projects, Sir Victor Antai; and Exective Director, Corporate Services, Hon Ifedayo Abegunde

 

Earlier in his address, the NDDC Managing Director said the key objectives of the initiative is to foster regional integration, project the identity of the region as a leader in Nigerian sports, and support the partner the states in the discovery and harnessing of talents for the attainment of gainful sporting careers and national excellence in international competitions.

“The Niger Delta is a leading sports hub in Nigeria. The region has produced great sports legends, but when we do not do something to sustain that, there will be a decline.

“We have done very well in our interventions on roads, bridges, education, health, the provision of infrastructure in various other sectors, and as we mark the 25th anniversary of the NDDC, we are starting with intervention in sports.

“We have had a meeting with the commissioners for sports of the nine states, and they are excited and confirmed their participation in the festival.”

“We chose Akwa Ibom after having confirmed that the state has the facilities for competition in the featured sports and we would only need to do a few touches on some of them, with the Godswill as the main venue.”

Rhe NDDC entourage included Sir Victor Antai, Executive Director, Projects; Hon Ifedayo Abegunde, Executive Director, Corporate Services; Apostle Edikan Nkono, Akwa Ibom representative on the board of the NDDC; Directors of various operational departments; Sir Itiako Ikpokpo, Chairman of Dunamis Icon Limited, and other officers of the company.

The Niger Delta Sports Festival is scheduled for April 1 to 8, 2025, with Uyo as the host city.

The activities would start with state trials and selection process, which the organisers say would begin from the local government areas and across the 85 federal constituencies in the region.

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Marketing & Sponsorship

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

BetKing Gears Up for Its 7th Anniversary with Exciting Giveaways for Customers Across Nigeria

Seven years ago, a new chapter in Nigeria’s gaming industry began with the launch of BetKing. Built on a foundation of innovation and excellence, it has since risen to the top, transforming sports, virtual and casino gaming, creating opportunities for countless winners across the country.

As BetKing approaches its 7th anniversary on February 22, 2025, the journey has been nothing short of remarkable. What started as an ambition to provide a premium betting experience has evolved into a brand that champions empowerment, community development, and business growth. To mark the occasion, BetKing is giving back to the players who have been part of this incredible journey, offering exciting rewards worth over 50 million naira, including cash prizes, free bets, iPhones, PS5 consoles, and more throughout February 2025.

Nengi Akinola, Head of Marketing, BetKing, shares the excitement surrounding the anniversary celebrations: “BetKing is all about giving back to our customers, and our 7th anniversary is the perfect time to do just that. We are rolling out an exciting reward campaign, where players will have the opportunity to win fantastic prizes simply by engaging with our platform. From free bets to the latest smartphones and gaming consoles, we’re making it more rewarding than ever to bet with the best betting site in Nigeria.”

“Over the past seven years, BetKing has not only redefined sports betting in Nigeria but has also built a legacy of impact, innovation, and empowerment. Our journey has been fueled by the unwavering support of our customers, agents, and business partners. She added.

This anniversary reflects past successes and an opportunity to reward players who have made BetKing the best betting site in Nigeria. The brand’s commitment to its customers is evident in the scale of its reward campaign.

As one of the best betting apps in the market, BetKing continues to set the pace for a user-friendly, secure, and rewarding gaming experience. As the company looks ahead, the commitment to excellence, innovation, and customer satisfaction remains stronger than ever.

The anniversary rewards campaign runs from February 1st to 28th, 2025, and players can participate by placing bets via the BetKing website or mobile app for a chance to win.

For more details on how to join the celebration, visit www.betking.com. Here’s to seven years of winning, and many more to come.

 

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