Italian football club Juventus has announced a multi-year partnership with Heineken, designating the Dutch brewing company as its official beer partner. The agreement will grant Heineken a significant presence within the club’s 41,507-capacity Allianz Stadium, including pouring rights and activations centered around the Club Sivori hospitality section, which will host the “Heineken Extra Time Experience.”
The partnership builds on Heineken’s established presence in European football, notably its long-standing sponsorship of the UEFA Champions League. Juventus, which claims to be the most internationally supported Italian football team, highlighted the shared international appeal of both brands as a key factor in the collaboration. Peter Silverstone, Juventus’ chief business officer, stated that Heineken’s decision to partner with the club “further reflects the strength and global positioning of our brand and our unrivalled position as the most globally supported Italian team.” He also emphasized the partnership’s aim to “further elevate the fan experience across all areas of the Allianz Stadium,” noting its high occupancy rate and overall fan experience.
Elsewhere in European football, German Bundesliga side Freiburg has named locally-based software company Lexware as its modern front-of-shirt sponsor, beginning with the 2026-27 season. Lexware, a part of the Haufe Group, has been a sponsor of Freiburg since 1999, progressively increasing its involvement, most recently as a sleeve sponsor since the 2023-24 season and the main sponsor of the club’s youth academy since 2024-25. The expanded partnership will encompass all Freiburg men’s and U23 team jerseys, alongside comprehensive sponsorship inventory during matchdays and on television, presenting rights on social media and digital channels, and activation rights. Lexware will also extend its sponsorship to Freiburg’s women’s team, becoming its sleeve sponsor.
These sponsorship announcements follow a recent agreement between Football Australia and Isuzu UTE Australia (IUA). The multi-year deal designates IUA as the official automotive partner of Australia’s national soccer teams – men’s, women’s, youth, and para-soccer. The partnership will promote the Isuzu D-MAX and MU-X models through activations and digital content, and will cover the 2026 men’s and 2027 women’s FIFA World Cups, as well as the 2026 AFC Women’s Asian Cup, which Australia will host. Isuzu already sponsors the domestic A-Leagues, and that sponsorship has been extended as part of this new agreement.
