A game changer: How Heineken reinvented its champions league communications
Ed Booty, James Moore and Kate Hinz
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...