Heineken launches 'Legendary Football' UEFA Champions League campaign

Heineken launches ‘Legendary Football’ UEFA Champions League campaign

14 September 2011 No Comment

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Premium international beer brand Heineken today announced the launch of its new campaign for the 2011/12 UEFA Champions League season, entitled Legendary Football.

The campaign is built around a new 30-second film featuring UEFA Champions League legends, which showcases how the UEFA Champions League, the world’s most prestigious and high-profile club competition and Heineken, the world’s leading premium beer brand, combine to create spectacular artistry that fans around the world can enjoy.

Rick Lawrence, Heineken marketing manager, said: “As a long-term partner of the UEFA Champions League, Heineken understands the magic of the tournament and the masterpiece moments which make it so special. Legendary Football captivates the excitement of the very best that club football has to offer and the enjoyment of these high standards is something that Heineken has in common with football enthusiasts.”

The advertisement, The Opera, will be supported by a series of break ‘bumpers’ that will be broadcast as parts of match coverage in over 180 countries worldwide. The action revolves around a compelling moment created when former Ajax, Milan and Real Madrid star Clarence Seedorf prepares to take a shot against Juventus and Italy star Gianluigi Buffon in the stunning setting of a beautiful European opera house.

A series of humorous film adaptations has also been created using outtakes and behind the scenes footage and this will be used to supplement the television advertising across a variety of digital platforms.

Legendary Football will also incorporate Heineken’s innovative new interactive digital game, StarPlayer, launched last April and now expanded across new markets. StarPlayer offers users the chance to further enhance their UEFA Champions League viewing experience by trying to anticipate what will happen next in the game in order to score points. Heineken will be running a number of leagues throughout the season with exclusive prizes on offer to winning players.

Heineken will continue to offer fans the opportunity to experience Legendary Football during the season through initiatives including VIP Back Stadium Passes and the UEFA Champions League Trophy Tour presented by Heineken, which gives fans the chance to get up close and personal with club football’s most coveted prize.

Heineken International announced in May that it has extended its contract with UEFA to sponsor the UEFA Champions League for a further three years. Heineken’s new agreement will see its current deal with the world’s most prestigious club tournament extend until the end of the 2014/15 season. The partnership will continue to be an important component of the beer brand’s global sports sponsorship strategy while supporting the growth objectives of the brand.