Heineken Brings Back UEFA Soccer Sweeps

WHITE PLAINS, N.Y. -- Heineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.

Coinciding with this year's program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their "Half Ticket" for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia.

Consumers can also login with Foursquare to earn points every time they "check in" at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season.

Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.

"The UEFA Champions League is a proven passion point of Hispanic consumers," said Belen Pamukoff, brand director for Heineken. "In fact, research shows that the UCL is the most interesting soccer league for Mexican male consumers between 21 and 40 years [old]. Our goal is to leverage the excitement that UEFA Champions League and Heineken have built worldwide to bring the spectacular experience to the U.S."

Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider.