HEINEKEN Statement

Core Points - HEINEKEN's partnership with the Champions League will end in August 2027 after 30 years, marking a strategic shift to focus on sponsorships that provide proportional value creation and return on investment [2][3] - The company remains committed to sports sponsorship, continuing its partnership with Formula 1 and has signed a global partnership with Premier Padel, which is recognized as the fastest growing sport worldwide [3] - HEINEKEN aims to maximize the remaining two years of the Champions League sponsorship to enhance brand association and is focused on investing in future opportunities that align with its pioneering mindset [4] Company Overview - HEINEKEN is a leading developer and marketer of premium and nonalcoholic beer and cider brands, with a portfolio of over 340 international, regional, local, and specialty products [5] - The company employs over 85,000 individuals and emphasizes innovation, long-term brand investment, disciplined sales execution, and focused cost management [5] - Sustainability is a core aspect of HEINEKEN's operations, integrated into its business model through the "Brew a Better World" initiative, and the company has a strong presence in both developed and developing markets [5]