New Heineken Program Brings UEFA Champions League Soccer to Retail

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New Heineken Program Brings UEFA Champions League Soccer to Retail


NEW YORK -- Heineken has teamed up with the UEFA Champions League (UCL), a prestigious soccer club competition, for a new program designed to bring soccer to fans throughout the United States. The fully integrated initiative will provide increased media and merchandising support, plus on- and off-premise initiatives intended to engage soccer fans and drive sales of incremental features, displays and sales of Heineken Lager, according the company.

"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," said Andrew Freeman, trade marketing manger -- Dutch Brands, Heineken USA. "We are thrilled to offer U.S. soccer fans the opportunity to engage with the artistry of this spectacular sport and win amazing prizes while enjoying the great taste of Heineken Lager."

Starting this month, Hispanic and general market "Men of the World" can text to win tickets to the UEFA Champions League final match in Munich or one of 30 flat-screen TVs. Heineken will also hold UCL-themed events in select accounts where permitted, scheduled around League matches and leading up to the finals.

At these events, Heineken ambassadors will introduce attendees to the text-to-win contest, as well as to the Star Player mobile app that lets fans download, play along with UCL matches and compete for points. Players with the most points are eligible to win Heineken-branded prizes such as soccer jerseys, pint glasses and whistle keychains.

Posters, table tents, coasters, window clings and pennant flags will enhance point-of-sale, according to Heineken. Retailers can also take advantage of UCL-themed soccer display enhancers that encourage customers to text-to-win and participate in the UCL events.