Heineken Program Brings UEFA Champion League Soccer to Fans at Retail and On-PremisE

HeinekenNEW YORK, NY – 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 U.S.

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 thirty 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. “We are thrilled to offer US soccer fans the opportunity to engage with the artistry of this spectacular sport and win amazing prizes while enjoying the great taste of Heineken Lager.”

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 complimentary 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. Heineken ambassadors will be on hand to introduce patrons to the programs text-to-win mobile entry component, and the Star Player state-of-the-art app that allows fans to download and play along with the UCL matches and compete for points. Those with the most points will be eligible to receive premium Heineken branded prizes including soccer jerseys, pint glasses and whistle keychains. 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., the nation’s premier beer importer, 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, the world’s most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. HEINEKEN USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi MagicÔäó application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.

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