HEINEKEN set to score on-trade sales with new UEFA Champions League and Heineken Cup activation

18th October 2013

Giving drinkers even more reason to choose Heineken® and providing pubs and clubs with an exclusive opportunity to be part of this season’s biggest televised sporting events, HEINEKEN has unveiled new activation support for the UEFA Champions League and the Heineken Cup. Leveraging the brand’s long-standing partnerships with the leading tournaments, this season’s support packages include exciting new promotions which offer drinkers the chance to win tickets to the season’s biggest matches.

Designed to drive rate-of-sale in the build-up to the finals of each tournament, the promotion calls consumers to ‘Match Your Ticket’ to be in with a chance of winning. The activity is part of an integrated £multi-million marketing programme for the Heineken® brand, which includes above-the-line advertising and bespoke POS kits to drive visibility and awareness in the on-trade.

'Match Your Ticket'

Available when purchasing two pints or bottles of Heineken®, ‘Match Your Ticket’ scratch cards will provide drinkers with the chance to match their ticket to win different prizes, which includes a pair of tickets to UEFA Champions League and Heineken Cup matches, or the opportunity to watch the Heineken Cup final at Cardiff next May.

The scratchcards will reveal a unique code which must then be text to the number provided along with the preferred match. Winners will be given two tickets to a UEFA Champions League group stage game or two tickets to a Heineken® Cup game. New draws for match tickets will be made every two weeks.

Heineken® will also be working with selected venues to produce their own specially created VIP watching areas, giving football and rugby supporters the chance to win the best seats in the house.

Increasing visibility and footfall

Helping licensees harness the power of televised sport, the in-outlet giveaways will be highlighted via posters, tent cards and drip mats. Launching in 2014, new out of home advertising and branded taxis in major cities will raise further awareness and encourage footfall to supporting outlets.

Andrew Turner, Category & Trade Marketing Director, HEINEKEN said;

“Heineken® has a long-standing association with world-class sport and our latest activity is set to keep the brand at the heart of the top sporting action’. Televised UEFA Champions League and the Heineken® Cup games present the on- trade with a unique opportunity to increase footfall and this promotion is set to help licenses really make the most of their sales. The new Heineken® ‘Match Your Ticket’ promotion offers sports fans the chance to win money-can’t-buy experiences, which we are confident will excite consumers and deliver increased sales and footfall for licensees.”

The world’s No.1

Benefitting from a number of innovative global sponsorships, Heineken® is the UK's fastest-growing major premium lager. As the Official Lager of the 2012 London Olympic and Paralympic Games, and with its continued high profile sponsorship of the James Bond film franchise, UEFA Champions League football and Heineken Cup rugby, the brand is experiencing double digit sales growth and record levels of consumer engagement and awareness[1].

[1] Total Off-Trade - IRI MAT Value to 04.08.12