UEFA has extended its sponsorship agreement with Heineken for the UEFA Champions League seasons from 2009 to 2012.

With this renewal, Heineken continues its long-term association with the biggest and best European club football competition, which began in 1994 under the Amstel brand. Since the 2005/06 season, the Heineken brand has used the UEFA Champions League as the cornerstone of their sports sponsorship and marketing communication strategy.

Together with UEFA, Heineken has developed one of the most successful promotions of the UEFA Champions League outside of Europe, via the UEFA Champions League Trophy Tour. In 2007, the trophy was toured to fans extensively in Asia, and in 2008 it visited Latin America. Heineken is the first of six official sponsors to have concluded an agreement with UEFA for the UEFA Champions League between 2009 to 2012.