Heineken 0.0% to sponsor Europa League

Heineken’s alcohol-free brand 0.0% has been named as the new sponsor of the UEFA Europa League, taking over from another of the brewer’s brands, Amstel.

The sponsorship will run from the competition’s resumption today (5 August) through to June 2024 and will include will include a raft of advertising and marketing rights; backed up by a new brand campaign dubbed ‘Now You Can’.

Currently available in 58 markets globally, this is the first major sporting sponsorship for 0.0%, with the Europa League garnering an audience of around 550 million across its programming and an average of 37 million viewers per matchday.

Hans Erik Tuijt, Heineken’s global sponsorship director, said: “Heineken 0.0% has seen incredibly strong growth over the past few years, so we’re delighted to announce its first major sponsorship at a time when football is available to watch almost every day of the week. We feel it’s crucial to encourage responsible drinking and give consumers a choice.”

Guy-Laurent Epstein, director of marketing at UEFA Events, added: “With the introduction of the UEFA Europa Conference League starting in 2021/22 season and Heineken’s commitment already confirmed for the next four years, we look forward to helping Heineken 0.0% establish its position within European club football, and as the biggest non-alcoholic beer sponsorship of its kind.”