Heineken Launching New U.S. Activation Around Champions League

Heineken today will launch this year’s activation around its UEFA Champions League soccer sponsorship in the U.S. with a new campaign it is calling "Champion The Match." Attempting to award U.S. soccer fans that try to follow the mid-day Champions League matches, Heineken will have a number of former players take over their Twitter account during the matchweek, answering questions on the teams and their careers. Heineken will also let fans win prizes for every minute of every match through on and off premise promotions.

The beer brand also will be releasing its latest marketing video, in which it offered unsuspecting fans a chance to go to a Champions League match in Barcelona the next day, but only if they could convince their boss to come with them as well.