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

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...

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