Heineken Launches Soccer Promotion

Underscores "artistry" of UEFA Champion League

Published in CSP Daily News

NEW YORK -- Heineken, the world’s leading premium beer brand and the UEFA Champions League (UCL), the world’s most prestigious soccer club competition, are once again joining forces to bring the spectacular artistry and competition of Champions League soccer to fans throughout the United States.

This year Heineken and UCL are raising the stakes even higher with a fully integrated initiative, including increased media and merchandising support, along with on- and off-premise retail programs designed to engage soccer fans, and drive incremental features, displays and sales of Heineken Lager.

Beginning in January 2012, Heineken will be offering Hispanic and general market “Men of the World” the chance to text-in to win tickets to the UEFA Champions League 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,” said Andrew Freeman, Trade Marketing Manger – Dutch Brands, Heineken USA.

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

On-premise, Heineken will host UCL themed events in select accounts (where permitted), scheduled around Champions League matches, leading up to the finals. POS, including posters, table tents, coasters, window clings and pennant flags, will merchandise the accounts, drawing greater attention and interest in the program.

Heineken USA Inc. is a subsidiary of HEINEKEN International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale, and Buckler non-alcoholic brew.

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