ERC welcome renewal of sponsorship deal

On the eve of its eighth final, the European Cup received a major boost yesterday when tournament organisers announced Heineken have agreed to renew their sponsorship for another two years.

The existing four-year sponsorship deal expires at the conclusion of the current competition. Furthermore, so do the television deals with the main broadcasters, BBC, FR2 and RTÉ, and the continuation of Heineken's title sponsorship is sure to send out a positive message in advance of those negotiations.

Jean-Pierre Lux, the ERC chairman, cited a confidentiality clause in the deal which forbids them from discussing the financial details of their agreement, while Derek McGrath, the ERC chief executive, merely stated that in a more depressed market the renewed deal was at "a similar level".

With regard to the current four-year deal, a figure of £20 million has been widely reported. Neither ERC nor Heineken have disputed or given any substance to that figure, but if the deal is in that ballpark it would mean the new two-year deal would amount to roughly £10 million.

The brewery giant is synonymous with the sport, having sponsored the competition since its inception in 1995 and in all bar one of its eight years to date, prompting Lux to remark: "Heineken has been an outstanding and loyal sponsor of the tournament and we are thrilled to continue for two more years, which appropriately means Heineken and ERC will celebrate the 10th anniversary of the tournament together.

"Heineken has from the very outset of the tournament added much more than its name to the competition by adding value to every aspect, including the fans, clubs and the media," added Lux. "I believe this extension will ensure that the sponsorship will continue to be seen as one of the best and most recognised sponsorships in sport."