Heineken Leverages UEFA Sponsorship On-Premise

Heineken® Leverages UEFA Sponsorship in On-Premise Channel

Heineken®, The global sponsor of the UEFA Champions League, the most prestigious club soccer tournament in the world, is leveraging that sponsorship to reach consumers, 21 and older, in key on-premise accounts in select markets across the U.S. beginning in February and running through the championship final which will be held in Madrid Spain on May 22, 2010. heineken_champions_league.jpg

Heineken USA’s fully integrated on-premise program combines social and digital media outreach, consumer sweepstakes and soccer-themed POS elements that encourage consumers to engage directly with the promotion and each other. In February, Heineken will launch an official UEFA Champions League (UCL) fan page on Facebook to coincide with the UCL Knockout round of competition that kicks off on February 22.

Thousands of Facebook users, 21 and older, who are already fans of Heineken and soccer will be sent a special invitation to friend the fan page where they will find details and updates on the Heineken Trophy Tour as well as a promotion schedule for upcoming Heineken/UEFA on-premise events in their area (where legal). On the page, fans will also be encouraged to upload pictures from their Heineken/UEFA event experiences and to register for Heineken’s once-in-a-lifetime consumer sweepstakes program. The sweepstakes encourages consumers to recruit their “team” of friends to enjoy the games at designated Heineken/UEFA on-premise accounts where they can (where legal) enter for the chance to win a fully expensed trip for four to see the UEFA Final in Madrid.

A host of UEFA themed POS materials including banners, table tents and posters with tournament brackets, available in English and Spanish, as well as soccer jerseys, coasters and key chains will be available to excite and reward consumers who participate in the Heineken/UEFA on-premise events.

“The Heineken/UEFA partnership reaches over 100 countries and has been incredibly rewarding for our company and soccer fans throughout the world,” said Patrick Libonate, Channel Marketing Manager for Heineken USA. “In this coming World Cup year when soccer will be front and center on TV screens everywhere, we have the opportunity to really turn up the volume on this sponsorship here in the U.S., particularly in the on-premise channel where soccer enthusiasts often gather to watch and share the experience with their friends. The combination of social media outreach and our amazing sweepstakes program is sure to engage soccer enthusiasts and help drive incremental traffic and sales in on-premise accounts during the program period.”

Click here for more information on Heineken and the UEFA Champions League