Amstel – Official fan of the UEFA Champions League
BRAND BACKGROUND
Football and beer have always gone well together. In 1994 Amstel had the opportunity to acquire the sponsorship rights in the beer category of the UEFA Champions League (UCL). At that time the UCL was a two year old concept and a very innovative way to sell the platform of European Cup Football. The UCL was small: only eight teams could qualify the first year after knock out and Amstel was small as well. The great advantage was, and still is: the integrated concept of media and boarding. Due...