Dutch beer brand Heineken has a classic advertising message when it comes to sports marketing: surprising and rewarding male soccer fans to build on the idea that Heineken is your own personal beer buddy. B&T looks into how the brands messaging has changed over time.
Heineken has partnered with the UEFA Champions League since 2005. Heineken has the rights to exclusive UEFA Champions League content, like back stadium tour and UEFA Champions League Trophy Tour. Sports research firm IMR estimates that the sponsorship agreement (2012-2015) costs Heineken an estimated $70 million per year. Neither parties have confirmed this amount.
The brand has avoided sponsoring individual teams within the competition. According to Heineken, the reason for that us the company is a ‘great host’ and would achieve a larger reach of fans globally by sponsoring the whole competition. The UCL sponsorship is the brand’s biggest worldwide, activated in 220 markets across the globe.
Director global Heineken sponsorships at Heineken International, Hans Erik Tuijt said: “Heineken and the UEFA Champions League are an absolute match. The UEFA Champions League has become the pinnacle of European football and world’s largest sporting event; Heineken is the world’s most valuable, international premium beer brand. Through the Heineken Star Experience we want to take the fans’ enjoyment of the UEFA Champions League to a whole new level.”
The majority of Heineken’s UEFA campaigns star white, male blokes enjoying football- often hindered by their girlfriend (2013, 2014) or work commitments (2015). Check out Heineken’s UEFA campaigns since 2005:
The Square (2005)
Welcome to Champions Planet (2006)
Get Together (2008)
The Heineken Star Experience (2009)
Legendary Football (2011)
An unexpected guest (2012)
Road to final (2013)
Share The Sofa (2014)
Shoe Sale (2014)
Work versus soccer (2015)
The Match (2015)
The Dilemma (2016)
The Cliché (2016)
Champion the Match (2016)
Want to learn more about sports marketing? Give this little link a click and find out more about our spectacular Ministry of Sports Marketing conference coming up on July 19. It’s one not to be missed.
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]