Heineken Captures the Action of Champions League at Pubs on Match Day

Heineken is leveraging its Official Sponsorship of the UEFA Champions League with a captivating mobile-centric promotion designed to engage fans watching the action across the United States. Heineken created a program that offers fans a chance to win signed jerseys, cleats, and photos from soccer's greatest stars simply by checking in at their favorite pubs while watching Champions League soccer live with friends.

Heineken's Win Memorabilia campaign encourages fans to head to their local pub on match day, take a creative picture of themselves enjoying the match, and sending the photo to heineken@giltedgesoccer.com. Every Thursday during match weeks, Heineken will select their fourteen (14) favorite photo submissions and reward those participants with signed merchandise. 


Heineken Brings its UEFA Association to Life for Fans

HAs the title sponsor of the 2010 UEFA Champions League, Heineken created a fully integrated marketing program that involved social and digital media outreach, consumer sweepstakes, and retail components to drive product sales. The brand activated its affiliation with the UEFA Champions League in 60 markets across and leveraged several messaging channels.

Here is a quick look at some of their UEFA Activation:

UEFA Champions League Watch Party - Dubai

Global Guerrilla Marketing Stunt

Marketplace Activation

Heineken celebrated its affiliation with the UEFA Champions League by building a 8m x 6m x 3m model of Santiago Bernabeu Stadium with 40,000 cans. The structure was built in three (3) weeks and took two (2) full days to assemble. Check it out below:  

Heineken also executed a series of other events in major soccer markets to engage consumers:

Heineken UEFA Cup Trophy Tour

  • Heineken teamed up with UEFA for the fourth time to bring the Champions League Trophy tour to the United States for five (5) weeks, visiting major cities across the nation.

Ultimate Fan Page for fans

  • Featured exclusive footage, Trophy Tour updates, and a sweepstakes to win a trip to the UEFA Champions League final

Custom POS at Retail


The UEFA Champions League is the most prestigious club soccer tournament in the world, with 150 million viewers across 220 countries and territories tuning in to watch live each week.