Heineken Introduces Soccer is Here Program

Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and Major League Soccer (MLS) to ensure soccer fans never miss a minute of the action all season. Beginning March 1, Heineken’s fully-integrated, 360° retail and on-premise SOCCER IS HERE program, encourages LDA fans to choose Heineken for all of their soccer viewing activities. National TV, digital partnerships, social support, account activation and a consumer sweepstakes rewarding shoppers every minute of every UCL and MLS match, are designed to drive consumer engagement and increase consideration and sales of Heineken at every point along the shopper’s path to purchase. 

“Watching soccer is a game of stamina and planning. Whether at home, at the bar, or in the stadium fans must be prepared for a full 45 minute half with no time-outs from the action,” says Jonathan Simpson, director trade marketing, HEINEKEN USA. “Our partnership with UCL and MLS builds on the excitement of the starting whistle and encourages fans to Never Miss a Minute by reminding them to be prepared with food and drinks before the kick-off while offering them the chance to win prizes during every minute of every match.”

To drive awareness of the campaign, Heineken is activating strategic digital ad placements with mobile, tablet, desktop and place-based media to keep Heineken top of mind while targeting consumers seeking soccer relevant content. Heineken is also partnering with on demand beer delivery service, Drizly, to reach consumers who are ready to order instantly to stock up for their soccer watching occasions.

To keep fans engaged throughout the season, Heineken has created an interactive digital desktop, tablet and mobile compatible soccer hub that will be the fan’s portal for all information on both soccer leagues and matches, including: play schedules, countdown to match-days and a product locator so fans can easily locate the nearest Heineken retailer.  In addition, the hub will provide fans with live score updates, the latest world soccer news and special offers as well as provide a portal to share photos and content and allow fans to buy tickets and enter the sweeps during matches where winners will be selected every minute of every UCL/MLS match, company officials say. Regional and national accounts are also encouraged to visit the hub to customize the Heineken experience for their retail and on-premise locations and create individual contest elements and activations to drive consumers in store to increase purchase of Heineken and other relevant viewing items.

Visual displays and POS materials including pole toppers, 5 and 10 case stackers, price cards, cooler decals, posters, table tents and coasters directing consumers to Heineken’s digital soccer hub will generate program awareness. At retail, cross merchandising offers and mail in rebates (where legal) on the purchase of Heineken products and game day snack essentials will generate higher basket rings.

Simpson adds, “Soccer is one of the fastest growing sports in the U.S. with a fan base of 110 million that is projected to significantly increase in the coming years. Heineken is the number one selling European beer among U.S. soccer fans, the most popular brand among both UCL and MSL fans and the brand fans most associate with soccer sponsorship. The brand is uniquely positioned within the category to expand on our existing role with soccer, offering retailers and on-premise operators new opportunities to increase their Heineken sales and profits as the sport continues to grow in the U.S.”