Heineken has kicked off a new global campaign showcasing a rough and tumble crew of football-mad sailors as part of its ninth consecutive sponsorship of the UEFA Champions League.
The campaign – 'Champion the Match' – is from Wieden+Kennedy Amsterdam and is hinged on a 90-second television commercial, showing how far a bunch of sailors will go to watch the big match, and will be broadcast globally. Heineken has created a teaser film featuring Barcelona legend Xavi.
Never one to rest on tradition, Heineken is also launching a digital activation, #ChampionTheMatch, with live match 'commentary' from nine footballing legends, in-game twitter Q&As and a promotion which will be run in more than 90 markets giving fans the chance to win prizes, including tickets to the finals.
Heineken global activation director Hans Erik Tuijt said: “Our Champion The Match campaign encourages football fans worldwide to create world-class experiences, whether they are watching the TV at home, or out in a bar with friends.
“The games are social occasions that last longer than just the 90 minutes on the pitch. Fans’ match day rituals are important and we want to help them make the most of the whole experience, not just the match itself," Tuijt said.
“We want to encourage fans to host the ultimate match nights – be that at home or in bars, watching the matches with friends.”
