Sports

Heineken promises more drama to Champions League promotion

Thursday, February 22, 2018

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With a hot new campaign featuring retired football superstar Ronaldinho, Heineken is pledging to share with local fans all the drama associated with the world's most loved sport and by extension the UEFA Champions League (UCL).

In keeping with the brand's global campaign, #SharetheDrama, Heineken will bring exciting match viewing opportunities plus brand-new partnerships worth $2 million in prizes for football enthusiasts.

“We've joined forces with In Control Gaming as well as Appliance Traders Limited (ATL) to bring a whole new element to Heineken UCL this year. Through these partnerships, football fans will get a chance to play virtual games against each other for a chance to win some pretty amazing prizes and a whole lot of cash,” Heineken's brand manager Suwannee Caine-Stewart shared.

The online competition will kick off in March across social media platforms.

The premium beer brand launched its 2018 UEFA Champions League campaign with a Round of 16 Viewing Party at Triple Century on Tuesday where fans tuned in to catch Spanish giants Barcelona and English Premier League (EPL) champions Chelsea play out a 1-1 score line.

The event was billed as the first in a series aimed at capturing the UCL drama for football purists and those who simply want an occasion to enjoy friends and a premium beer.

“We're also paying special attention to women in sports this UCL season. Heineken recognises that though women are often under-represented in the sporting arena, their contributions are no less significant,” noted Caine-Stewart.

“Through a series we're calling 'Belles Who Ball', we'll be highlighting the contribution of some of our greats and celebrating their successes as the season progresses,” she added.

Heineken announced a partnership with cable television provider Sportsmax through which fans can get free trial packages when they purchase products.

Another partnership with ATL Appliances will offer fans the chance to win television sets to enjoy the magic of the UCL.

Heineken says it's aiming to bring more of the season's experiences to more fans following last year's mega-tour of the UCL Trophy which also featured football great and UCL ambassador Ruud Van Nistelrooy, who interacted with local fans.

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