By Seb Joseph

Amstel completes the current sponsors’ lineup for the league and is on board for three seasons.

The announcement pulls the beer brand back into football, having previously been a sponsor of the UEFA Champions League from 1994 to 2005. Its sister brand Heineken has since replaced it as the beer of Europe’s premier club competition though the new deal gives Amstel a chance to recapture old football ties and bolster awareness, particularly in the UK.

BT Sport is set to show all the matches of the tournament, giving sponsors an opportunity to get their brands out in front of more eyeballs than Read full story ›

Source: The Drum