SOURCE: Heineken USA

Heineken USA

February 09, 2010 09:00 ET

Heineken Is Importing the Revered UEFA Champions League Soccer Trophy to America

First Visit to the U.S. for the Most Coveted Prize in European Club Soccer

WHITE PLAINS, NY--(Marketwire - February 9, 2010) - Heineken and the Union of European Football Associations (UEFA) today announced their plans to bring the famous UEFA Champions League Trophy to American soil for a 5-week tour of major U.S. cities. This is the Trophy that is coveted by the best soccer players in the world and engraved with the names of champion teams including Manchester United FC, Real Madrid CF, AC Milan and FC Barcelona.

Heineken is one of the six global sponsors of the UEFA Champions League, the most prestigious club soccer tournament in the world, watched by 150 million viewers live each week in 220 countries and territories. The Trophy has been an icon for soccer fans worldwide since its introduction in 1967. Top international players including David Beckham and Cristiano Ronaldo have lifted the Trophy after having captured the ultimate prize in club soccer.

"To me, the UEFA Champions League is the best competition in the world," said Cristiano Ronaldo, UEFA Champions League winner and world-renowned Real Madrid CF player. "Nothing symbolizes the UEFA Champions League better than the Trophy, something I had the privilege to win. You too have a unique opportunity to enjoy the Trophy close up ... Enjoy the experience!"

The Trophy will visit local sports pubs in New York City, Boston, Chicago and Los Angeles during the UEFA Champions League Round of 16 in mid-February through mid-March. Fans (21 and older) will be able to take photos with the Trophy while watching the best teams in the world play.

Heineken has also created the Ultimate Fan Page for fans (21 and older). Search for UEFA Champions League Trophy Tour presented by Heineken on Facebook. Fans can get access to exclusive footage, updates on the Trophy Tour, and a chance to enter a sweepstakes to win 4 tickets to the UEFA Champions League Finals in Madrid in May.

In each city, there will also be a special invitation-only event featuring the Trophy and UEFA Champions League Ambassadors. World-renowned soccer players such as Eusébio, Zico, Steven McManaman, Edgar Davids, Bebeto, Michael Laudrup and Brian Laudrup will participate in the events and mingle with the soccer-loving fans.

"Our goal is to leverage the successful relationship that UEFA and Heineken have built worldwide and bring the unique experiences of the UEFA Champions League to U.S. soccer fans," said Christian McMahan, Chief Marketing Officer, Heineken USA. "Heineken is proud to import the prestigious Trophy from Europe, and create opportunities for adult fans to enjoy a memorable moment with the same trophy that David Beckham and Cristiano Ronaldo lifted after their tremendous victories."

Trophy Tour Schedule:

The Trophy will visit the following establishments, where fans, 21 and older, can get their photo taken with the Trophy and also win cool prizes and UEFA Champions League memorabilia.

New York City:
   --  Saturday, Feb. 13: Jack Dempsey's (12 noon-2pm) and
       Playwright (5pm-7pm)
   --  Sunday, Feb. 14: Nevada Smith (12 noon-2pm) and Red Lion (5pm-7pm)

   --  Saturday, Feb. 20: Lir (11am-1pm) and Paddy O's (5pm-7pm)
   --  Sunday, Feb. 21: Barlow (11am-1pm) and Game On (5pm-7pm)

   --  Friday, Feb. 26: Emerald Loop (12noon-2pm) and Mystic Celt (5pm-7pm)
   --  Saturday, Feb. 27: Ginger's Ale House (12noon-2pm) and
       O'Shaughnessy's Public House (5pm-7pm)
   --  Sunday, Feb. 28: Johnny O'Hagan's (12noon-2pm)

Los Angeles:
   --  Saturday, March 13
   --  Sunday, March 14

Integrated Marketing Support:

Heineken is also supporting the UEFA Champions League partnership by creating a fully integrated marketing program that combines social and digital media outreach, consumer sweepstakes and soccer-themed POS elements that encourage consumers to engage directly with the promotion and each other.

The brand is creating special UEFA Champions League activities and merchandise in 60 markets across the country. In sports bars and establishments nationwide, a host of soccer themed POS materials and soccer jerseys will be available to excite and reward consumers (21 and older) as they watch soccer games every weekend on-premise.


To coincide with the arrival of the Trophy, Heineken is launching an official UEFA Champions League fan page at Facebook to coincide with the "Knock-out" round that kicks off on Feb. 16. Search for UEFA Champions League Trophy Tour presented by Heineken on Facebook. Facebook users, 21 and older, who are already fans of Heineken and soccer will be sent a special invitation to friend the fan page where they will find details on the Trophy Tour as well as a promotion schedule for upcoming events in their area. On the page, fans will also be encouraged to upload pictures from their Heineken and/or UEFA Champions League event experiences and to register for a once-in-a-lifetime consumer Sweepstakes program.

The Sweepstakes program encourages fans to recruit their "team" of friends to enjoy the games at designated soccer bars. They can enter for the chance to win an all-expense paid trip for four to see the UEFA Final in Madrid on May 22.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit