To support the launch of the new UEFA Champions League TV commercial starring José Mourinho last month, Heineken is introducing an on-pack promotion highlighting its partnership with UEFA Champions League to the off-trade.

Until March thousands of limited edition Heineken packs will offer shoppers the chance to win prizes, such as access to the Heineken and BT Sport Champions Lounge with four friends, which features a live link-up to the BT Sport studio to chat live with the pundits. There will be a weekly draw between until March 3, with 4,500 people also able to win half price BT Sport subscriptions (new customers only).

Craig Clarkson, off-trade and category director at Heineken, commented: “The UCL limited edition design and unique prizes available for this 2016 / 2017 season will give Heineken incredible visibility on-shelf. This is a fantastic opportunity to drive mid-week sales, with Tuesday and Wednesday match nights offering retailers the chance to bring the Quiet Night In occasion to life.

“Retailers need to ensure their chiller is stocked up with plenty of Heineken limited edition packs for shoppers, who are buying for later that day, to make the most of this UEFA Champions League season.”

The on-pack promotion is featured across 4-pack bottles, 12-pack cans and 12-pack bottles, 4-pack cans and 6-can pack cansw.

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