Heineken has extended its sponsorship of the UEFA Champions League up to and including the 2017/18 season.

The beer has been a sponsor of the tournament since 2005 and has seen a massive growth in brand awareness thanks to the partnership. Last season the UEFA Champions League was watched by a cumulative audience of four billion across 220 countries and territories.

Heineken global activation director Hans Erik Tuijt said: “The UEFA Champions League sponsorship is the largest activation platform for the Heineken brand. In our eight year partnership, research has shown that Heineken® awareness has grown to 60% among UEFA Champions League fans.”

The contract renewal sees Heineken obtaining the rights to exclusive UEFA Champions League content, such as Back Stadium Tour and UEFA Champions League Trophy Tour which will be available across the brand’s owned social media channels, as well as maintaining the rights as presenting partner for UEFA Champions League video section on www.uefa.com. It also includes improved broadcast reach in Germany, increase in exclusive LED pitch boarding exposure, and the right to promote the association in key retail channels.