Heineken has teamed with the UEFA Champions League (UCL), the prestigious
soccer club competition, to bring the spectacular artistry and competition of
Champions League soccer to fans throughout the U.S. Company officials say
the program will be a fully integrated initiative, including increased media and
merchandising support, along with on- and off-premise retail programs designed
to engage soccer fans, and drive incremental features, displays and sales of
Heineken is offering Hispanic and general market “Men of the World” the chance
to text-in to win tickets to the UEFA Champions League Final match in Munich,
Germany, (where permitted) or one of 30 flat screen TVs.
At retail, UCL-themed soccer display enhancers will engage shoppers and
encourage them to text-in for the chance to win exciting Heineken and UCL
experiences and prizes. Compelling cross-merchandising instant and mail-
in rebates (where legal) pair Heineken with complimentary foods to enhance
the consumer’s at-home soccer viewing experience while driving profits for
Heineken’s retail partners.
“Our goal is to leverage the successful relationship that UCL and Heineken have
built worldwide and bring the spectacular experiences of the UEFA Champions
League to U.S. soccer fans,” says Andrew Freeman, trade marketing manager-
Dutch Brands, at White Plains, N.Y.-based Heineken USA.