Heineken has announced a three year partnership with the Van Gogh Museum.

Both organisations share roots in Amsterdam and Dutch culture, and it is hoped that the pairing will unite beer and culture lovers both in the city of Amsterdam and abroad.

Axel Ruger, director of the Van Gogh Museum, says, "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 of Heineken we can increase our accessibility through our new entrance building, as well as expand even further the activities for our customers and fans worldwide." It has been announced that the partnership will go beyond donations and will involve brand-specific activities and events.

Jean-François van Boxmeer, chairman of the executive board and CEO of Heineken says, "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."

Heineken became a corporate sponsor of Hermitage Amsterdam, which represents the State Hermitage in St Petersburg, in 2011, and became a sponsor of Amsterdam’s Rijksmuseum in 2013.