Heineken leverages UEFA Champions League to build connect with consumers

15 Apr,2013

By A Correspondent


As some of the best football teams in the world battle it out for the UEFA Champions League trophy, Heineken in India celebrated its association as global partner with the prestigious league. The occasion marked the announcement of the ‘Heineken Social Reporter’ who will fly to London and report on the UEFA Champions League final for the Heineken social media channels in India.


The winner, Akhil Shah from Mumbai, was selected from over 400 applicants received on the brand’s Facebook app. Applicants went through a three-stage selection process both online and offline, that assessed their football knowledge and passion, apart from other softer attributes and personality traits.


Heineken also unveiled its plans for leveraging its global sponsorship of the UEFA Champions League, as it does so for the first time in India. As part of the Global Campaign titled ‘The Road to the Final’, Heineken in India is activating the campaign via digital and on-ground channels.


Samar Singh Sheikhawat

Speaking at the event, Samar Singh Sheikhawat, Senior Vice-President Marketing, United Breweries Limited said, “Heineken has been associated with the UEFA Champions League for seven years now. Given the growing fan following that European football now enjoys in India, we decided to leverage our global partnership in India for the first time this year with a multi-pronged activation programme. We expect the campaign to make the brand more salient and desirable among young Indian consumers by leveraging a sport that they are increasingly relating to favourably.”


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