The Uefa Champions League is the most lucrative club football tournament in the world and continues to pull in big-name sponsors, with Heineken the latest to renew its deal.
UEFA announced the extension of its sponsorship agreement with Heineken for the UEFA Champions League between 2012 and 2015 and for the UEFA Super Cup in 2012, 2013 and 2014 today.
Heineken is the first of six official sponsors to have concluded an agreement with UEFA for the 2012-15 period of the UEFA Champions League.
CEO of UEFA Events SA David Taylor commenting on the renewal said: "We are very pleased that our long-term partner Heineken has chosen to extend its involvement with UEFA's flagship club competition for a further three years. Its continued commitment confirms what a strong partnership we share. The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week's exciting final to be played at Wembley Stadium, is highly valued."
Sony and PlayStation also remain sponsors for this year's tournament for which the final at Wembley Stadium sees Manchester United play Barcelona in a mouthwatering event for the media. The sponsors of Europe's top club competition are reputed to pays almost £135 million for the association over the three-year period but it is the shirt sponsorship partners of both team that will benefit also.
The season-long tournament generates some £730 million in annual revenue and distributes in excess of £500 million of that in prize money to its participants. The tournament is broadcast in over 70 countries and in more than 40 languages.
Manchester United's £20m a year shirt deal with AON did outstrips the sponsorship packages agreed by their Premier League and European rivals before Barcelona’s staggering £25 million a year shirt sponsorship from the Qatar Foundation. Prior to this the European champions donated £1.5m-a-year to Unicef in order to wear the charity's logo.