Having a ball

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 Lager. 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. Go fish!


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