By Tony Connelly

Heineken has added to its football sponsorship portfolio after striking a multi-year partnership with the International Champions Cup and ESPN.

The deal with competition organiser Relevent Sports makes Heineken the presenting sponsor and official beer of the annual global football competition which features some of Europe’s top clubs including Celtic, Barcelona, Bayern Munich and Manchester United going head-to-head.

The tournament will host fixtures across Europe, the US, Australia and China and as part of its sponsorship deal Heineken will run national retail promotions in each host country as well as match day activities.

The beer brand also reached a media agreement Read full story ›

Source: The Drum