Amstel - Official fan of the UEFA Champions League

This case study discusses Amstel's sponsorship of the UEFA Champions League (UCL), providing evidence that if a brand owner is prepared to walk in the shoes (or, in this case, boots) of the rights holder, then it can maximise the value of its sponsorship investment for the benefit of both parties.

Amstel – Official fan of the UEFA Champions League


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...

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