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: HeinekenAdvertiser: HeinekenAgency: 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...

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