UEFA has agreed to a new sponsorship deal with Heineken for its second-tier Europa League competition. The partnership with the Dutch brewing company will primarily focus on Heineken’s Amstel brand, according to a source with knowledge of the deal. The agreement, which is expected to be officially announced this week, will complete the Europa League's partnership portfolio for the ’15-18 rights cycle. The new deal has an estimated annual value in the high-seven figures, the source said. As part of the deal, Heineken will receive traditional assets, including LED signage, tickets and hospitality. Heineken -- like UniCredit -- will sponsor both of Europe’s premier club football competitions after also renewing its contract with the UEFA Champions League until ’18. The big difference to Heineken's Champions League deal is the absence of broadcast sponsorships, the source said. The deal will be similar in terms to Pepsi’s Champions League partnership as the assets of the deal vary depending on the market. “Depending on the country or territory, there will be different brands [featured],” the source said. “However, Amstel will be the prominent brand that will be featured on sideline boards and on [UEFA's sponsorship roster].” Heineken joins FedEx, UniCredit, Enterprise Rent-A-Car, Hankook and adidas as an official partner and supplier of the Europa League. Team Marketing negotiated the deal.
