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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.

LaLiga

The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party

Lionel Messi and Antonela Roccuzzo celebrate son Thiago Messi’s 13th birthday with Barcelona-themed decorations

The Messi Family Still Love Barcelona! Leo & Antonela Celebrate Son Thiago’s Birthday With A Blaugrana-Themed Party

Even though Lionel Messi now thrills fans in Miami, his heart clearly still beats for Barcelona. The Argentine legend and his wife Antonela Roccuzzo threw a spectacular FC Barcelona-themed party for their eldest son Thiago’s 13th birthday — complete with the club’s iconic Blaugrana colours, a Camp Nou-shaped cake, and the famous “Mes Que un Club” motto proudly displayed.

A Birthday Steeped In Barca Spirit

Photos and videos shared by Antonela on social media showed the family surrounded by vibrant Barcelona decor — a sea of red and blue balloons, a giant club crest, and even a backdrop of Camp Nou. Thiago, wearing Barca’s 2024/25 third kit with his name and age printed on the back, grinned as his parents captioned the moment:

“How wonderful it is to celebrate you, Thiagui! We love you so, so much.”

For fans, it was more than just a birthday — it was a reminder that the Messi family’s bond with Barcelona remains unbreakable, even three years after Leo’s emotional exit from the club.

 

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A post shared by Antonela Roccuzzo (@antonelaroccuzzo)

Barcelona: More Than A Club, More Than A Memory

Messi’s relationship with FC Barcelona runs deeper than football. From joining La Masia at 13 — the same age Thiago just turned — to lifting countless trophies, including the 2009 Sextuple, his journey defined an era of global football.

His records still stand tall: 672 goals, 778 appearances, and six Ballons d’Or during his time in Catalonia. But beyond the numbers, Messi represented Barcelona’s core — humility, artistry, and loyalty.

Even after leaving in 2021 due to financial struggles, Messi has never hidden his affection for the club and the city that gave him everything. The birthday celebration only reinforced that connection — a nod to where it all began.

Thiago Messi: Carrying The Torch

Born in Barcelona on November 2, 2012, Thiago has spent much of his life steeped in the world of football. He trained briefly with Barca’s youth academy before joining PSG’s setup when the family moved to Paris, and now shines at Inter Miami’s U-13 side.

Despite growing up in different countries, Thiago’s heart still leans toward the Blaugrana. He has even mentioned his admiration for Lamine Yamal and dreams of one day playing alongside the teenage sensation — a sweet echo of his father’s legacy.

But for Messi, the focus remains on joy, not pressure. He’s repeatedly said he doesn’t want to force his sons into football — yet gestures like this party show how much Barcelona remains a part of their family identity.

A Party Full Of Love And Legacy

The Messi family’s celebration wasn’t just a party — it was a tribute. A reminder that no matter where they live or play, Barcelona will always be home.

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Marketing & Sponsorship

Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores

Sports fans cheering in a stadium, representing the global sports market and fan culture.

Inside The Sports Market: Why The Best Sport Blog Is More Than Just Scores

When you think about a sport blog, you might picture match highlights, game recaps, and maybe a few hot takes. But here at Sports Market International, we believe the best sport blog should offer more than that.

Sports today are not just about who won or who lost. They’re about the market that powers the game — sponsorships, fan engagement, athlete branding, and the business moves shaping the future. And that’s exactly where we come in.

Why Sports Market International Is Different

We cover:

  • The Sports Market Behind The Game → From billion-dollar broadcast rights to grassroots investments.

  • Athlete Branding → How stars like LeBron, Messi, or Alcaraz become more than athletes.

  • Fan Culture → The chants, the memes, the jerseys, the digital communities.

  • Global Trends → How sports in Africa, Asia, Europe, and the Americas intersect in today’s world.

The Fun Side Of Sports

Yes, we get serious about markets and strategy, but sports are also about joy. The last-minute goals, the unexpected underdog wins, the viral locker room celebrations — we bring that energy into every post.

Why We Aim To Be The Best Sport Blog

Because we don’t just write about sports. We live inside the sports market, connecting culture, business, and fans in one space. Whether you’re a casual fan, a die-hard supporter, or an industry insider, Sports Market International is built for you.

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Marketing & Sponsorship

Borah Ndanyungu Reveals betPawa’s Vision In Unveiling Tekno

BY ADELU PRAISE DEBORAH 

For Borah Omary Ndanyungu, betPawa’s Head of Local Marketing & CSR, the choice of Afro-pop sensation Tekno as the brand’s new ambassador was clear. “Tekno represents everything we stand for — energy, creativity, and breaking boundaries. His music inspires millions, just as football does. That’s why he’s the perfect face of betPawa,” Borah explained at the unveiling in Lagos.

The decision reflects betPawa’s strategy of blending sport, music, and culture to connect with Nigeria’s vibrant youth market. Coming just days after the brand invested ₦494 million in the Nigeria National League (NNL) through its Locker Room Bonus initiative, Tekno’s unveiling underscores the company’s twin approach of empowering players on the pitch while engaging fans off it.

Music meets mission

Tekno, famous for hits like Pana and Skeletun, said the collaboration felt natural. “From the studio to the stage, I’ve always been about breaking limits. That’s why betPawa felt like family. They’re creating opportunities, celebrating winners, and pushing boundaries in their own space. Together, we’ll keep inspiring Nigerians,” he said.

The company believes Tekno’s influence goes beyond entertainment. His wide appeal mirrors the unifying power of football, which is why betPawa sees him as the right figure to front campaigns that blend music, lifestyle, and sport.

Beyond gaming

For betPawa, Tekno’s unveiling is part of a broader push to define itself not just as a gaming operator but as a lifestyle brand. With its Locker Room Bonus reshaping football motivation in the NNL — giving ₦56,000 direct payments per winning player and ₦1.288m per team per victory — and Tekno’s appointment amplifying cultural reach, the brand is building strong links to communities across Nigeria.

From its 1,250% sports win bonus, the highest in Africa, to its ongoing grassroots initiatives, betPawa has carved a niche as a driver of empowerment. Adding Tekno strengthens that vision, ensuring the brand connects with music fans, football lovers, and youth eager for inspiration.

As the NNL gears up for its November kickoff and Tekno readies fresh music, the partnership is set to fuel a new wave of campaigns that celebrate ambition, creativity, and winning. For betPawa, the message is clear: Tekno is not just an ambassador, but a cultural symbol of everything the brand aspires to represent.

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