Willem II secures historic deal with Heineken

Willem II has announced a historic million-euro contract with beer supplier Heineken. The agreement means Heineken will take over the naming rights from AB InBev for the Koning Willem II Stadion, starting January 1, 2027, in the Netherlands.

The Brabants Dagblad reported on the agreement, calling it a historic million-euro contract, and emphasized the scope of the commercial partnership. Heineken will assume the role previously held by AB InBev at the Koning Willem II Stadion.

The Tilburg-based promovendus declined to comment, and as the BD notes, the club traditionally remains silent on the amounts or specific content of sponsorship contracts. Insiders describe the Heineken contract as the largest individual commercial agreement in Willem II's history.

The Tilburgers expect a significant commercial and financial boost from the new partnership. Heineken has also committed to contributing to the further development of the stadium, particularly by converting the KingSide-tribune behind the goal into a standing tribune.

This renovation is expected to add several hundred extra seats to the stadium, potentially increasing its capacity and improving the atmosphere on match days for supporters. The club will closely monitor the execution as the 2027 takeover approaches.