Amsterdam, 19 August 2015 - Heineken N.V. ('HEINEKEN') today announced a three year commitment to sponsor the internationally renowned Van Gogh Museum in Amsterdam. The commitment will go beyond a mere donation, and will also see the company use its flagship brand Heineken® in themed activities.
With this partnership two Dutch icons will join forces to ensure culture lovers and lovers of beer culture will be able to enjoy both the works of art by one of the Netherlands' most famous artists of all time, as well as the most iconic of international premium beers.
Jean-François van Boxmeer, Chairman of the Executive Board and CEO of HEINEKEN said: "As a partner of the Van Gogh Museum we support the unique cultural heritage of Amsterdam, the home of our namesake beer. We are very proud to associate our company and our brand with a museum that has become an international destination in its own right. We look forward to a fruitful collaboration.
Axel Ruger, director of the Van Gogh Museum: "We are proud to connect the museum to a brand which, like the Van Gogh Museum, is rooted in Amsterdam, but has a huge global impact. Just like the Van Gogh Museum,Heineken appeals to a worldly and passionate audience that enjoys life. Thanks to the support and involvement ofHeineken we can increase our accessibility through our new entrance building as well as expand even further the activities for our customers and fans worldwide."