Heineken Brings UEFA Champion League Soccer to Retail

Heineken, the world’s No. 1 premium beer brand, and the UEFA Champions League (UCL) have once more teamed up to offer world-class soccer to U.S. enthusiasts of the Beautiful Game.

This year, Heineken and UCL’s fully integrated initiative includes greater media and merchandising support, in addition to on- and off-premise retail programs that aim not only to engage soccer fans, but also to drive incremental features, displays and sales of Heineken Lager.

Starting this month, Heineken will be provide Hispanic and general-market “Men of the World” with the opportunity to text in to win tickets to the UCL Final match in Munich (where permitted), or one of 30 flat-screen TVs.

“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,” explained Andrew Freeman, trade marketing manager – Dutch brands at White Plains, N.Y.-based Heineken USA, a subsidiary of Heineken International BV.

At retail, UCL-themed soccer display enhancers will encourage shoppers to text in for the chance to win Heineken and UCL experiences and prizes. Cross-merchandising instant and mail-in rebates (where permitted) pair Heineken with complementary foods to improve the consumer’s at-home soccer viewing experience while generating profits for Heineken’s retail partners.