AMSTERDAM.- Axel Rüger, Director of the Van Gogh Museum: ‘We are proud to be associated with a brand that, similarly as in the case of the Van Gogh Museum, is rooted in Amsterdam, but which has a huge, worldwide impact.’

With this sponsor contract, two Dutch icons combine their forces to make sure that those who appreciate culture or are fans of beer can enjoy the artworks of one of the most famous Dutch artists of all times, as well as enjoying this iconic international premium beer. This commitment goes beyond a mere donation: Heineken N.V. will also deploy its most important Heineken® brand for specific Van Gogh products and activities in the Van Gogh Museum.

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 Rüger, Director of the Van Gogh Museum: ‘Heineken, just like the Van Gogh Museum, appeals to a young and passionate target group who enjoys life to the full. Thanks to Heineken’s support and commitment, we can now increase our accessibility with our new entrance building, and we can also further expand our activities for our visitors and fans worldwide.’