Heineken Star Player: how sitting on the couch led to a sponsorship world first

Heineken, the beer brewer, faced the dual challenge of directly engaging consumers with its sponsorship of the UEFA Champions League and preventing the campaigns of rival breweries from overshadowing its own.

Heineken Star Player: how sitting on the couch led to a sponsorship world first

Simon WassefAKQA

SYNOPSIS

Sponsorship, like football, is a funny old game.

Today the analogy is more apt than ever because digital media has completely changed what it means to be a sponsor brand.

Digital media provides myriad new ways for brands to activate their sponsorship and create value for the property, the fans and themselves.

In the media-saturating hype-machine that is the UEFA Champions League, adding genuine value is the only way for a sponsor brand to stand out and avoid being trumped by competitors....

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