A game changer: How Heineken reinvented its champions league communications

Heineken, a beer brand, increased brand loyalty and made the UEFA Champions League (UCL) games a more important occasion by enlisting football manager José Mourinho to spread the message to football fans globally.

Campaign details

Brand: Heineken Advertiser: Heineken Agency: Publicis Italy

Executive summary

Heineken communicates its sponsorship of the UEFA Champions League, which began in 2005, in 81 markets worldwide. By 2015, it enjoyed the highest sponsorship awareness and brand fit of any sponsor. Despite this, yearly volume sales growth

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