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Heineken Aims to ‘Score’ With Soccer-themed Program

Continuing its partnership with the UEFA Champions League (UCL) and Major League Soccer (MLS), Heineken will launch on March 1 a fully integrated, 360-degree retail and on-premise They Score, You Score program offering fans of the game chances to win prizes with every goal scored during every UCL and MLS match.

Additional elements of the program will include national TV spots featuring UCL team manager Jose Mourinho, PR backed by UCL champion and current MLS Most Valuable Player David Villa, digital and social media, account activation, and impactful merchandising.

“Our partnership with UCL and MLS taps into the intense passion and loyalty that soccer fans bring to a new season of exciting contests,” noted Ralph Rijks, SVP of White Plains, N.Y.- based 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.”

Heineken will target consumers seeking soccer-themed content by launching national match-day TV commercials, digital and social content, and a customized mobile portal. Soccer fans will be able to text to win, after every goal scored, for such prizes as UCL and MLS gift cards worth up to $50 redeemable for team merchandise.

Heineken's mobile soccer hub will provide information on soccer leagues and matches, including play schedules, countdown to match days, live score updates, news and special offers. Digital and social content promoting the program and prizes (@HeinekenSoccer) will lead consumers to the Heineken soccer website. Regional and national accounts can visit the hub to tailor the Heineken experience to their retail and on-premise locations.

Displays and POS materials will include standees, cooler decals and table tents communicating the text-to-win number and directing consumers to Heineken’s digital soccer hub. Cross-merchandising offers on the purchase of Heineken items and match-day snacks are designed to generate higher retail basket rings.

“Soccer is one of the fastest-growing sports in the U.S. with a fan base of over 110 million,” added Rijks. “Heineken is the No.1-selling European beer among U.S. soccer fans, and is the most popular brand among both UCL and MLS fans. 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.”

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