Heineken® has announced the renewal of its partnership with the UEFA Women’s Champions League, extending the collaboration through June 2030. The five-season agreement reinforces Heineken’s commitment to the growth and global visibility of women’s football, continuing a relationship that began in 2021.
Strengthening a Shared Legacy
The renewed deal will coincide with the launch of the new 18-team league phase in the 2025/26 season, a format designed to deliver more high-profile matches and deeper fan engagement. The league kicks off on October 7–8, 2025, marking a new era for the competition and its commercial partners.
Guy-Laurent Epstein, UEFA Marketing Director and UC3 Co-Managing Director, emphasized the strategic importance of the renewal:
“We are delighted to continue our partnership with Heineken as a proud sponsor of the UEFA Women’s Champions League. Their renewed commitment only serves as an endorsement of the competition’s growth and global appeal. Together, we will keep building on the momentum of recent seasons to elevate the women’s game and celebrate with fans around the world in new and exciting ways.”
Elevating Women’s Football on a Global Stage
For Heineken®, the renewal reflects a long-term belief in the power of football to connect people across cultures and communities.
Nabil Nasser, Global Head of Heineken®, explained:
“Football is more than a game — it’s a shared passion that instantly connects people. We’ve seen how the UEFA Women’s Champions League has brought fans together, often creating friendships and shared experiences in unexpected places. Extending our partnership until 2030 allows us to continue delivering creative campaigns that celebrate inclusivity, diversity, and the growth of the women’s game.”
Creating Unforgettable Fan Experiences
Through this renewed agreement, Heineken® will maintain extensive rights across the competition, including:
- Ticketing and hospitality opportunities
- In-stadium branding and visibility
- Digital and social media activations
- Unique fan experiences and global campaigns
These initiatives will continue to position Heineken® as a pioneer in sports sponsorship, blending entertainment, inclusion, and community to engage the expanding global fanbase of women’s football.
Heineken’s extended partnership with UEFA reflects the commercial maturity of women’s sport, moving from symbolic support to long-term brand integration. By locking in until 2030, Heineken isn’t just sponsoring matches — it’s investing in a movement.
The brand’s approach — merging inclusivity, global reach, and creative storytelling — offers a clear model for how corporate partners can help amplify women’s sports as cultural assets, not just competitions.
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