Heineken® Brings U.S. Soccer Fans Closer To The Game They Love With UEFA Champions League Campaign

WHITE PLAINS, N.Y., Feb. 17, 2015 /PRNewswire/ -- As one of the largest supporters of soccer in the U.S., Heineken® understands the plight of fans nationwide during the UEFA Champions League (UCL). Whether it's sneaking out to a pub during lunch, or overhauling your calendar on weeknights, more than half of U.S. fans 21 and older* report facing major hurdles when trying to watch the beautiful game. To bring fans closer to the sport they love, today, Heineken is kicking off its 2015 #ChampionTheMatch UCL campaign. Featuring exclusive access to soccer legends via @HeinekenSoccer, new Heineken UCL packs offering contests with top prizes, and a chance to get up close with one of the most coveted trophies in sports, Heineken is bringing the glory of the Champions League to fans stateside, all tournament long.

Want to see just how far American fans would go to get their UCL soccer fix? Recently, Heineken conducted a social experiment, which filmed unsuspecting fans in a New York City bodega during lunch hour, and offered them a choice with a twist: go back to work, or drop everything and immediately fly to Europe to watch a UCL match live. The only catch: they'd have to bring their bosses with them. Check out the clip to see how a typical lunch break turned into a legendary chance to experience the Champions League, live from Barcelona.

"As some of the biggest soccer fans in the U.S., we know all too well the obstacles fans face in catching the best that the Champions League has to offer," said Ralph Rijks, Vice President of Heineken USA. "Through the #ChampionTheMatch launch, Heineken is bringing the thrill of the Champions League straight to fans, and packing it with top content and plenty of surprises to make their match-day experience even better."

"CHAMPION THE MATCH" REACHES FANS LIVE DURING UCL MATCH PLAY

To bring the excitement of the world class tournament to fans everywhere, Heineken has launched www.heineken.com/soccer, a new source for exclusive content, expert insights from UEFA legends, fan Q&A's, and more. Starting today, fans 21 and over can also follow @HeinekenSoccer and the hashtag #ChampionTheMatch, where they can receive real-time access and "live commentary" from former players, such as former UCL champion and current Major League Soccer (MLS) star, David Villa, unexpected guests, and surprise Heineken twists during marquee matches throughout the tournament. The #ChampionTheMatch action kicks off today, as Dutch legend Ruud Gullit will take over the @HeinekenSoccer handle, as Paris Saint Germain faces off against Chelsea, and Shakhtar Donetsk takes on Bayern Munich. U.S. fans can also follow @HeinekenSoccer and www.heineken.com/soccer for the latest and greatest soccer news and updates from the UCL, as well as the upcoming MLS season.

HEINEKEN LAUNCHES NEW UEFA CHAMPIONS LEAGUE TV SPOT

The latest UCL campaign also features a brand new television spot, created by Wieden+Kennedy Amsterdam, titled 'The Match.' The national :30 spot captures just how far one fan and his friends will go to watch the big match, wherever they are. To check out the spot, visit www.youtube.com/heinekenUSA.

This year also marks the introduction of the Heineken UCL promo packs in the U.S. Fans 21 and over can purchase a promo pack, and text HNKUCL to 8500 for a chance to win instant daily prizes such as UCL branded gear, or even V.I.P. trips to a UCL match in Europe, by spinning the prize wheel. For more information and contest details, visit www.heineken.com/soccer.

THE HARDWARE HITS THE ROAD: UEFA CHAMPIONS LEAGUE TROPHY TOUR PRESENTED BY HEINEKEN

UCL fans will have an exclusive opportunity to get up close and personal with one of the most coveted trophies in sports, via the UEFA Champions League Trophy Tour Presented by Heineken. The seventh consecutive tour will cover three U.S. stops, before the epic journey comes to an end at Berlin's Olympia stadium on June 6^th 2015 for the UEFA Champions League Final. During the tour, fans can take photos with the iconic trophy, see UEFA Champions League memorabilia and meet soccer legends and UCL winners in person.

• New York City: March 17th – 18th at Skylight Modern
• Dallas: April 17th – 18th
• Los Angeles: April 21st – 22nd

For the most up to date information on all things soccer through the lens of Heineken, visit Heineken USA's dedicated soccer website, www.heineken.com/Soccer, follow @HeinekenSoccer, visit www.facebook.com/Heineken; or visit Heineken USA's YouTube page at www.youtube.com/HeinekenUSA.

Quick Facts

• Heineken^® has been a proud partner of UEFA Champions League since 2005
• Heineken^® will be bringing its sponsorship to over 220 countries via marketing and PR efforts
• The UEFA Champions League is enjoyed by over 4.2 billion people around the world
• Since 2007 the UCL Trophy Tour presented by Heineken has visited 26 countries in Africa, Asia, North and South America
• Heineken^® sponsorship is scheduled to run until the end of the 2017/18 season

*according to a new survey by Wakefield Research for Heineken.

About HEINEKEN USA
HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken, the world's most international beer brand, Strongbow Hard Apple Ciders, Desperados, Amstel Light, and Newcastle Brown Ale. HEINEKEN USA also imports the Dos Equis Franchise, Tecate Franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For the latest information on our company and brands, follow us on Twitter @HeinekenUSACorp, or visit HEINEKENUSA.com.

Enjoy Heineken Responsibly
Heineken continues to integrate its responsible consumption program into all UEFA Champions League sponsorship activities. Every stadium hosting a UEFA Champions League match features "Enjoy Responsibly" on one of its three perimeter boards around the pitch, complementing the regular Heineken boarding. In addition, an Enjoy Heineken Responsibly 5-second match bumper broadcasts several times during UEFA Champions League matches with an estimated audience of 150 million viewers per match week.

Methodological Notes
The Heineken Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 949 U.S. adults ages 21+, between February 9th and February 13th, 2015, using an email invitation and an online survey. Quotas have been set to ensure reliable and accurate representation of the U.S. adult population 21+.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

Media Contacts
Victor Arias, Edelman PR
Tel: 212-729-2168/ [email protected]

Tara Rush, Heineken USA
Tel: 914- 681-4153 / [email protected]

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SOURCE HEINEKEN USA