Brand: HeinekenAdvertiser: HeinekenAgency: Publicis Italy
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 in UCL markets had shrunk to 0.69% and penetration had stalled. To fans, Heineken felt like a premium beer to be enjoyed socially – when...