Heineken Kicks Soccer Partnership Into Gear for 2017
WHITE PLAINS, N.Y. — Heineken is continuing its support for the game of soccer by maintaining its partnership with the UEFA Champions League (UCL) and Major League Soccer (MLS) to keep fans engaged and refreshed throughout the 2017 season.
Starting March 1, Heineken's "THEY SCORE. YOU SCORE" program will encourage fans of legal drinking age to choose Heineken for all their soccer viewing occasions, while giving them chances to win prizes with every goal scored during UCL and MLS matches.
The program will also have promotions featuring UCL team manager Jose Mourinho, UCL champion and reigning MLS Most Valuable Player David Villa. TV spots, digital and social media, account activation and impactful merchandise will drive consumer engagement, store traffic and repeat purchases.
"Our partnership with UCL and MLS taps into the intense passion and loyalty that soccer fans bring to a new season of exciting contests," said Ralph Rijks, senior vice president, Heineken USA. "THEY SCORE. YOU SCORE enhances the soccer viewing occasion through access to social content, the latest scores, and upcoming games. We encourage fans to be prepared with food and a Heineken throughout the games, while offering them the chance to win prizes with each goal scored at every match."
To drive awareness of the program throughout the UCL and MLS seasons, Heineken is targeting consumers seeking soccer-relevant content with 15- and 30-second match day TV commercials, digital and social content and a bespoke mobile portal to keep Heineken top of mind. Additionally, soccer fans can text-to-win after every goal scored. Prizes include UCL and MLS gift cards worth up to $50 redeemable for team merchandise.
Heineken's mobile soccer hub will serve as the fan's portal for all information on both soccer leagues and matches, including play schedules, countdown to match days, live score updates, the latest world soccer news and special offers.
In-store displays and point of sale materials, including standees, cooler decals, and table tents, will communicate the text-to-win numbers and direct consumers to Heineken's digital soccer hub. Cross merchandising offers on the purchase of Heineken products and match day snack essentials will generate higher basket rings at retail.
"Soccer is one of the fastest growing sports in the U.S. with a fan base of over 110 million. Heineken is the number one selling European beer among U.S. soccer fans, and is the most popular brand among both UCL and MLS fans," Rijks said. "It's the perfect match. The brand is uniquely positioned within the category to expand on our association with soccer, offering retailers and on-premise operators new opportunities to increase their Heineken sales and profits as the sport continues to grow in the U.S."