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 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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands