Heineken Leveraging Soccer With 'Meant for Champions' Campaign

UEFA Champions League sponsorship app drives traffic to retail, on-premise accounts

WHITE PLAINS, N.Y. -- The Heineken brand is again leveraging its partnership with the Union of European Football Associations (UEFA) Champions League to bring the soccer club competition to adult fans throughout the United States while driving traffic to retail and on-premise accounts via a proprietary account locator.

Heineken-branded TV and digital advertising will drive awareness of the Heineken "Meant for Champions" UEFA Champions League campaign, which directs soccer enthusiasts to the nearest retail or on-premise accounts. The integrated account locator can be accessed both from desktop devices via a tab on the Heineken Facebook page, as well as through a specially designed mobile application.

At retail, UEFA Champions League themed display and point-of-sale (POS) materials create a soccer destination that will engage shoppers with channel-relevant cross-merchandising offers and a text-to-win sweepstakes program that will encourage participation and increase sales of Heineken and Heineken Light. Special instant redeemable coupons (IRC) and mail-in rebate (MIR) offers on items including ice, salty snacks and select grocery items will drive shoppers to their local accounts for their at-home viewing needs.

"The popularity of soccer in the U.S. continues to grow and is now second only to football," said Belen Pamukoff, brand director for Heineken at Heineken USA. "We know that Heineken drinkers have a passion for soccer--nearly 30% having watched, listened to or attended professional soccer matches, which is more than twice the national average. Our goal is to leverage the successful relationship that UEFA Champions League and Heineken have built worldwide to not only bring the spectacular experiences to U.S. soccer fans, but direct these fans to participating accounts where they can partake in the excitement with Heineken."

Heineken will connect the shopper's journey with the digital experience and rewards consumer engagement with instant prizes and a unique viewing experience that only Heineken can deliver.

The Heineken-UEFA Champions League program runs March 1 through the UEFA Champions League final on May 25. Program materials will be available in both English and Spanish language.

Heineken USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. Heineken USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.