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Tag Archives | UEFA Champions League & Heineken

Taking a look at big spenders in ‘sports sponsorship’ – part 2 – Heineken & UEFA Champions League

The global beer brand Heineken is one of the sponsors of UEFA Champions League. According to Sport Marketing Frontiers, this sponsorship is a massive investment for the Dutch company. Reportedly, Heineken paid $365 mio. in May, 2011 to renew its sponsorship deal with UEFA Champions League for a 3-year period, cf. figure 1 below. In this post, […]

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