Marketing and Sponsorship

Heineken To End Cruzcampo's Backing Of Spanish Federation

7.12.2018

Heineken España announced Spanish beer brand Cruzcampo will end its sponsorship agreement with the Spanish Football Federation (RFEF) after 10 years when the deal expires on Aug. 31, according to the EFE. Heineken informed the RFEF of the decision ahead of time to "ease the process." Heineken España Dir of Corporate Relationships & Legal Marcos Tarancón said that the company "was bothered" by comments that RFEF President Luis Rubiales made regarding the trip the RFEF's sponsors took to Russia for the group stage of the World Cup. He added that the company is "very concerned by what is happening" at the organization. The RFEF deal was Heineken's "most significant deal in Spain" (EFE, 7/11).

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