The global brewer is in its fifth year as a sponsor of the UEFA Champions League. The new campaign is called ‘The Heineken Star Experience’.
Global manager Heineken Activation Hans Erik Tuijt said: “We want to inspire fans around the world to put everything they can into watching the game, make them get together with friends, enjoy some Heineken beer and experience the magic of this world class club football competition.”
Heineken will open this season with a new advertising campaign containing different 10-second break bumpers - in many countries supported by a 30-second TV spot - airing during the live matches and highlights programmes worldwide. Each break bumper features a team of fans demonstrating how much effort they are willing to put into the match; just like the real footballers do, when playing the game.
Fans can win tickets to UEFA Champions League matches and receive an exclusive behind the scenes tour of the stadia, including a visit to the pitch side to watch the players warm up. Furthermore, Heineken gives fans the chance to transform their home living room into the ultimate UEFA Champions League Star Lounge.
The sponsorship of UEFA Champions League plays an important role in the marketing strategy of the Heineken brand. Hans Erik Tuijt added: “Heineken and the UEFA Champions League are an absolute match.”
Heineken will continue to integrate its responsible consumption programme into the sponsorship of UEFA Champions League. Every stadium hosting a UEFA Champions League match will feature “Enjoy Responsibly” on one of its three perimeter boards around the pitch, alongside the regular Heineken boarding. In addition, an Enjoy Heineken Responsibly 5-second match bumper will be broadcast several times during UEFA Champions League matches with an estimated audience of 150 million viewers per match week.