Heineken's "Soccer is Here" Campaign Features Soccer Stars

Heineken has launched the “Soccer is Here” campaign, which debuts a hat trick of renowned players as spokespeople, including International Spanish star and New York City Football Club (NYCFC) captain, David Villa; U.S. Women’s National team captain and summer games hero, Carli Lloyd; and American soccer legend Landon Donovan.

The year-long campaign which champions soccer’s rich history in the U.S., while raising a Heineken to its future, features a series of new commercials that highlight the energy and passion surrounding the sport in America, as well as contests and interactive engagements for Heineken’s partnership of the UEFA Champions League (UCL), and Major League Soccer (MLS).

The campaign, developed by Publicis New York, launched in conjunction with MLS’ opening day on March 6, with the launch of Villa and Donovan’s 15 second spots, which showcases each journey to prominence in the U.S. The full 30 second campaign commercial, launching in mid-March, will help highlight soccer’s rise and raise a glass to the supporters who helped lift the beautiful game.

Lloyd’s 15 second hero spot will launch in late-April in advance of this summer’s packed schedule of International and club team soccer tournaments. All commercials run through the duration of both the UCL & MLS seasons. 

David Villa’s TV spot shows soccer isn’t just big in Europe. The filled stadiums and crowd involvement is just as big in the U.S., and marks his first time ever speaking on-camera in English. Landon Donovan’s spot provides his take on the current growth of the game in the U.S. versus what he experienced early on, and how that passion will only grow in years to come. Both launched on March 6. 

Carli Lloyd will hit the airwaves as the first female athlete to ever be a spokesperson for a beer brand. Lloyd will speak to the support she’s witnessed in just a few years to affirm that “Soccer is Here,” and the spot will launch in April.  

“It’s been a long road for fans of soccer in America, and as a supporter of the game for decades abroad, Heineken toasts to fans old and new,” says Ralph Rijks, senior vice president of Heineken. ”As the world’s most international beer, it’s clear to see soccer’s popularity is brewing in America. We are excited to be part of that momentum and heritage, and we’ll be bringing fans closer to the game all year long.”

To reward soccer enthusiasts with even more opportunities to get closer to the game, Heineken will reward fans with prizes every minute of every MLS & UCL match with the “Never Miss a Minute” contest. To enter, fans 21-plus can upload a photo of themselves watching any MLS or UCL match while enjoying a Heineken responsibly to Heineken.com/soccer.

Ninety winners per match will win a variety of prizes, including top-quality soccer gear, subscriptions to MLS Live, as well as one of seven grand prize trips for two, to an MLS or UCL group match. 

Fans are encouraged to join the action all season long at major bars and restaurants like Buffalo Wild Wings and Hooters, where several Heineken & Heineken Light promotions will be offered to customers during all MLS and major UCL matches.