Sharing the Champions League with the World for Heineken


Sharing the Champions League with the World for Heineken

A sponsorship turned into a brand activation for true fans

The Challenge

How do we engage Heineken’s “Men Of The World” with the UEFA Champions League in countries outside of Europe? In many regions matches are broadcast at inconvenient times and there’s little opportunity to physically experience the drama of the tournament.

Our Approach

A tour of twenty-one Heineken markets parading the iconic trophy through six countries on four continents. Fans were invited to “Share the Drama” of the UEFA Champions League both physically and digitally.

We supported each market by delivering a variety of activations; bringing to life film-like football themes across huge public events, VIP moments, sales activities, fan engagement and digital executions. With the support of six legends of the game such as Ronaldinho and Van-Nistelrooy, we also helped thousands of lucky fans get a selfie with the UCL Trophy.

The Results

In the end, the trophy tour was one of the biggest live events ever for Heineken reaching twenty-one of their markets. There were 19,239 individual brand interactions with Trophy Encounter photos. 109,000 fans attended at match screenings, VIP & press events. On top of that, the media reach The Heineken Trophy Tour was over 249 Million, including surrounding markets.