I believe everyone knows Heineken sponsors UEFA Champions League. It’s very clear, since the brewery is always reinforcing its position. Its ads on the opening and closing of the broadcasts, with the famous lyrics of the start of the games (“These are the Champions”) don’t allow this to pass unnoticed.
UEFA surely agrees with its media partners a preference to sell the broadcast sponsorship to the event sponsors. However, they don’t have to exercise this preference. Therefore, congratulations to Heineken, who does it with a lot of competence, what can be seen on the videos below.