sponsorship goes after champions

[Balla]

<H1>Heineken signs for Chelsea</H1><SPAN class=newsdate>Wednesday, Aug 09, 2006</SPAN> <DIV class=storypicture></DIV>

<SPAN has signed a four-year deal to be the official beer of Chelsea Football Club.< SPAN><SPAN lang=EN-GB style="o: p"><SPAN lang=EN-GB><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>Heineken has signed a four-year deal to be the official beer of Chelsea Football Club.<?xml:namespace prefix = o ns = "urn:schemas-microsoft-comfficeffice" /><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>The deal kicks off today (Wednesday) at Chelsea FC’s first home match, a prestigious pre-season friendly against Celtic.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>Heineken will be poured in all restaurants and bars at <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-comffice:smarttags" /><st1lace w:st="on"><st1:PlaceName w:st="on">Stamford</st1:PlaceName> <st1:PlaceType w:st="on">Bridge</st1:PlaceType></st1lace> until the end of the 2009/10 season.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>As a new commercial partner of <st1:City w:st="on"><st1lace w:st="on">Chelsea</st1lace></st1:City>, Heineken joins an elite list of premium brands already part of the double Premiership champions’ team.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>Heineken, the world’s most international beer and the number one in <st1lace w:st="on">Europe</st1lace>, is renowned throughout football for its sponsorship of the UEFA Champions League. However the <st1:City w:st="on"><st1lace w:st="on">Chelsea</st1lace></st1:City> deal is the first of its kind with a top European club side.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>Heineken also has a track record in supporting other world-class sporting events, such as the Rugby World Cup and the Heineken Cup. <o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>“We’ve enjoyed our UEFA Champions League nights at <st1:City w:st="on">Chelsea</st1:City> over the last season and we’re very excited about extending that relationship across the whole season,” says Rob Marijnen, managing director of Heineken <st1:country-region w:st="on"><st1lace w:st="on">UK</st1lace></st1:country-region>.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><st1:City w:st="on"><SPAN lang=EN-GB>Chelsea</SPAN></st1:City><SPAN lang=EN-GB>’s Business Affairs Director Paul Smith said: “Heineken is the premium beer brand in football and is therefore a natural partner for <st1:City w:st="on"><st1lace w:st="on">Chelsea</st1lace></st1:City>. We are delighted that they have chosen us for their first major club involvement.<o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB>“This partnership will not only mean better service and quality for the club and its fans but also a deeper relationship between us through Heineken’s activation of its rights.” <o></o></SPAN><P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-GB><o></o></SPAN><P class=