Amstel currently activates through-the-line campaigns for the sponsorship in more than 90 markets. Heineken is set to increase this to more than 120 markets worldwide in line with the brand’s global stature.
Both brands are owned by Heineken NV.
Jean FranC'ois van Boxmeer, member of the executive board of Heineken NV, said: “We are delighted to have extended our sponsorship of the UEFA Champions League. With over four billion viewers per season in 227 nations around the world, this premier sporting event has become truly global and fits perfectly with the Heineken brand, which is the world’s most international premium beer.”
Heineken is the first of six official sponsors to have concluded an agreement with UEFA for the Champions League from 2006 to 2009.
The agency roster for the global brief will include Strawberry Frog (above the line), Ketchum (PR), Staat (outlet activation), TBWA Brand Experience Amsterdam (event activation) and AIM (marketing global strategic support).
The global through-the-line campaign will be executed by a variety of local markets.
The campaign is now being finalised and will be launched at the start of the next season.
