Heineken has unveiled its latest activation support for the UEFA Champions League (UCL).
Kicking off in time for the semi-finals on April 28th and leveraging the brand’s ninth-consecutive year of sponsorship with Europe’s premier club football tournament, this season’s support package includes new promotions, offering shoppers the chance to win tickets to this season’s biggest matches.
Designed to drive rate-of-sale across the 2015 semi-finals and final games, the promotion calls consumers to ‘Champion the Match’ via social media to be in with a chance of winning football and Heineken brand related prizes. The activity is part of an integrated multi-million pound marketing programme for Heineken, which includes bespoke POS kits to drive visibility and awareness in the off-trade channel.
Craig Clarkson, category & trade marketing director, Heineken, said: “Heineken has a long-standing association with world-class sport and our latest activity is set to give retailers the chance to increase their sales with the added benefit of keeping the brand at the heart of UEFA Champions League nights. The new ‘Champion the Match’ promotion offers football fans the chance to win money-can’t-buy experiences, which we are confident will excite shoppers, deliver increased store footfall and drive sales ahead of the remaining games of this season’s tournament.”
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