Heineken has announced three new partnerships with major women’s sporting leagues in both football and motorsport.

Heineken beer will be the Official Partner of the UEFA’s Women’s Champions League, UEFA Women’s EURO 2022 and 2025, as well as the W Series, an international single-seater motor racing championship for female drivers.

Heineken will collaborate with the sporting competitions to produce exclusive DJ sets to ‘round off the action and emotion’, as Heineken says the deal marks a ‘new chapter in its commitment to fans’, building on its already-existing partnerships within both football and motorsport.

The partnership with UEFA’s women’s tournament will see the brand receive extra ticketing, hospitality, branding, and pouring opportunities, in addition to digital fan activations including the Heineken Goal of the Round, and Heineken Best Seat in the House.

Heineken’s deal with W Series will give the brand exposure at races for its Heineken 0.0 alcohol-free product, as well as its digital activation ‘Heineken Star of the Track.’

The W series will also show support to Heinekin’s ‘When You Drive Never Drink’ campaign.

Heineken Brand, global head, Bram Westenbrink said: “We are committed to delivering great shared moments to consumers all over the world and our sponsorships are exciting platforms to connect with fans through their passions and enhance their experiences.

“By extending our partnerships in football and motorsport to include W Series, UEFA Women’s Champions League, and UEFA Women’s EURO 2022 and 2025, we are enabling more thrilling experiences for all,” he said. 

Nadine Kessler, chief of women’s football at UEFA, said: “This expansion demonstrates Heineken’s continued commitment to being an advocate and supporter of the whole of European football, women’s and men’s, and the amazing fans, players and coaches who make these tournaments so special.”

Catherine Bond-Muir, CEO of W Series, added: “This partnership marks another exciting step forward for W Series and our mission to further the interests and prospects of female racing drivers. 

“Heineken’s commitment to supporting us shows how W Series is going from strength to strength, enhancing the way our fans watch racing through exceptional experiences,” she said. 

The announcement was made in a short video featuring Heineken ambassadors, Thierry Henry and David Coulthard, alongside Pernille Harder, Melanie Leupolz, Jamie Chadwick, and Naomi Schiff.