Heineken announces tie up with women’s football and motorsports elite

HEINEKEN today announced three major new sponsorship deals as it taps into the soaring popularity of women’s sport.

The brewer is backing UEFA’s Women’s Champions League and Euro 2022 and 2025 tournaments alongside the W Series international motor-racing championship.

Research published earlier this year suggested women’s sport could generate revenues of £1 billion a year by 2030, up from £350 million, through ticketing, broadcast rights and sponsorship deals.

Julia George, Heineken’s sponsorship manager, said: “Our multi-year deals enable us to create even more world-class experiences to enhance the sports that fans love.

“And we know that fan passion is not determined by gender, but by coming together over the love for the sport and the world class athletes. That’s why we are proud to announce extensions to our partnerships in football and motorsport.”

The deals will see Heineken branding at football stadiums and racetracks as well as various hospitality and digital marketing ventures.