Contract details
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2016
2018
Global ambassador
José Mourinho’s 2016 Heineken Endorsement: Inside the Partnership with UEFA’s Official Sponsor
In September 2016, then-Manchester United manager José Mourinho entered into an endorsement deal with Heineken, one of the world’s largest beer brewers and an official sponsor of the UEFA Champions League. The agreement reportedly added around £4 million annually to Mourinho’s earnings, complementing his already substantial salary from Manchester United. The partnership underscored Mourinho’s appeal in Europe and his influence in the world of sports marketing.
Heineken and Mourinho’s Iconic Champions League Commercial
As part of the endorsement, Heineken launched a Champions League ad featuring Mourinho in a dramatic setting, released later in September 2016. Directed by Guy Ritchie, the commercial aimed to inspire and engage fans by casting Mourinho in a powerful role, delivering a motivational “prep talk” from a rooftop ahead of the Champions League’s opening night. The ad captured Mourinho’s passionate personality, appealing to fans of football and the Champions League alike.
Why Heineken Chose Mourinho for the UEFA Campaign
José Mourinho’s legacy in European football made him an ideal choice for Heineken, whose branding strategy relies heavily on aligning with celebrated figures within the sports world. With two Champions League titles—one with Porto and another with Inter Milan—Mourinho’s presence lent the campaign a sense of authenticity and credibility. His motivational role in the advertisement not only resonated with football fans but also emphasized Heineken’s commitment to capturing the spirit of European football.
The Impact of Mourinho’s Heineken Partnership
Mourinho’s collaboration with Heineken marked a significant addition to his extensive portfolio of endorsements. By 2016, his endorsements reportedly amounted to £10 million annually, on top of his £12 million salary at Manchester United. This high-profile partnership further highlighted Mourinho’s influence off the pitch and positioned Heineken’s brand at the forefront of sports and lifestyle marketing.
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